A carregar...
Publicação
How do gen z in Portugal perceive ´deinfluencing´ on social media
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 661.93 KB | Adobe PDF |
Orientador(es)
Resumo(s)
Deinfluencing is a recent trend on social media, which, at first glance, instead of urging social
media users to make purchases, urges them not to buy products/services. However, no academic
studies have been yet made about it, so the perception of Gen Z regarding this unusual trend is yet
unknown. This work project seeks to explore how Gen Z in Portugal perceives deinfluencing on
social media through a proposed model that, with future quantitative research, allows to discern
whether Gen Z in Portugal views deinfluencing as a positive, neutral, or negative trend.
Descrição
Palavras-chave
Social media marketing Influencer marketing Deinfluencing Gen z CEMS MIM