Estudos e análises de como o marketing de influência afeta a Geração Z

Abstract

This undergraduate thesis investigates the intrinsic relationship between influencer marketing and Generation Z, a digitally native demographic segment that is redefining contemporary consumption dynamics. Given the growing relevance of digital influencers as mediators between brands and consumers, especially for young audiences, this research analyzes how influencer marketing strategies impact Gen Z's perceptions, attitudes, and purchasing decisions. The study deeply explores the three essential pillars for effectively engaging this generation: authenticity, relevance, and interactivity. The adopted methodology is qualitative and exploratory, complemented by case studies, seeking to deepen the understanding of the phenomenon. Primary data collection was conducted through semi-structured interviews with Generation Z members, gathering their perceptions and experiences, while secondary data was obtained through comprehensive literature review, content analysis of influencer marketing campaigns, and market statistical data. Primary data analysis employed the Thematic Content Analysis technique. The results indicate that Gen Z values genuine and transparent influencers who offer valuable content adapted to the specificities of each digital platform, and who promote interaction and co-creation. This study aims to identify best practices and challenges for brands seeking to establish authentic and effective connections with this generation through the power of digital influence, driving brand recognition and long-term customer loyalty