Torres, António MarinhoRego, Maria Beatriz de Andrade Saraiva da Silva2024-09-182023-06-282023-05-30http://hdl.handle.net/10362/171992Deinfluencing 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.engSocial media marketingInfluencer marketingDeinfluencingGen zCEMS MIMmaster thesis203516567