Publicação
The effect of characteristics of social media influencers on their opinion leadership related to product choices among Generation Z
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Rita, Paulo Miguel Rasquinho Ferreira | |
| dc.contributor.advisor | Vong, Celeste | |
| dc.contributor.author | Hongshan, Wu | |
| dc.date.accessioned | 2024-11-13T16:13:57Z | |
| dc.date.available | 2025-10-31T01:30:19Z | |
| dc.date.issued | 2024-11-04 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM | pt_PT |
| dc.description.abstract | This study explores the influence of social media influencers (SMIs) on the product choices of Generation Z (Gen Z) from an opinion leadership perspective. Given the exponential growth of influencer marketing and the unique characteristics of Gen Z as digital natives, it is critical to understand the interplay between these influencers and Gen Z. This study uses a quantitative approach to collect data from a sample of Gen Z through a structured questionnaire. Findings suggest that these traits greatly enhance the ability of influencers to shape Gen Z consumer perspectives and product choices. This study highlights the importance of authenticity, credibility, and relatability in fostering trust and Gen Z attitudes toward SMIs, mediating parasocial relationships and opinion leadership. By examining these dynamics, the study provides insights into effective marketing strategies for brands that engage influential Gen Zers through social media platforms. | pt_PT |
| dc.identifier.tid | 203782992 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/175126 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Social Media Influencers | pt_PT |
| dc.subject | Generation Z | pt_PT |
| dc.subject | Opinion Leadership | pt_PT |
| dc.subject | Parasocial Relationships | pt_PT |
| dc.subject | Credibility | pt_PT |
| dc.subject | Authenticity | pt_PT |
| dc.subject | Relatability | pt_PT |
| dc.subject | SDG 1 - No poverty | pt_PT |
| dc.title | The effect of characteristics of social media influencers on their opinion leadership related to product choices among Generation Z | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Estudos de Marketing e Gestão do Relacionamento com o Cliente | pt_PT |