Volume 10 – 2020 (0002)

Marketing de influência e autenticidade: impacto no processo de compra da Geração Z

Mariana Mendes 1, and José Magano 1 and Cláudia Sousa e Silva 2

1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal

2 Universidade de Aveiro, Portugal

To cite this text:

Mendes, M., Magano, J. & Silva, C. S. (2020), Marketing de influência e autenticidade: impacto no processo de compra da Geração Z, Percursos & Ideias, Vol. 10, pp. 16-27.

doi: 10.56123/percursos.2020.n10.16

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At a time when more and more users of mobile devices and consumers spend more time online and on social networks, influencer marketing emerges as an effective and compelling marketing tool. However, its success depends, among other factors, on the influencers’ authenticity. This article reviews concepts and trends on authenticity and influencer marketing. It seeks to explore and analyze the attitude and the way Generation Z’ members react to influencers in the early stages of the buying process.


Influencer marketing, Authenticity, Generation Z.


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