{"id":519,"date":"2022-03-02T21:58:45","date_gmt":"2022-03-02T21:58:45","guid":{"rendered":"http:\/\/percursoseideias.iscet.pt\/?page_id=519"},"modified":"2022-10-20T12:22:32","modified_gmt":"2022-10-20T12:22:32","slug":"pi_2020_n10_0002","status":"publish","type":"page","link":"https:\/\/percursoseideias.iscet.pt\/index.php\/pi_2020_n10_0002\/","title":{"rendered":"Volume 10 \u2013 2020 (0002)"},"content":{"rendered":"\n
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\"\"<\/a> \"\"<\/a> Contents<\/a> \"\"<\/a> \"\"<\/a>
Archive<\/a>
Current issue<\/a><\/p>\n<\/div>\n\n\n\n

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Marketing de influ\u00eancia e autenticidade: impacto no processo de compra da Gera\u00e7\u00e3o Z<\/strong><\/p>\n\n\n\n

Mariana Mendes \"\"<\/a> 1<\/sup>, and Jos\u00e9 Magano \"\"<\/a> \"\"<\/a>1<\/sup> and Cl\u00e1udia Sousa e Silva \"\"<\/a> \"\"<\/a>2<\/sup><\/p>\n\n\n\n

1<\/sup> ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal<\/p>\n\n\n\n

2<\/sup> Universidade de Aveiro, Portugal<\/p>\n\n\n\n

To cite this text:<\/p>\n\n\n\n

Mendes, M., Magano, J. & Silva, C. S. (2020), Marketing de influ\u00eancia e autenticidade: impacto no processo de compra da Gera\u00e7\u00e3o Z, Percursos & Ideias<\/em>, Vol. 10, pp. 16-27.<\/p>\n\n\n\n

doi: 10.56123\/percursos.2020.n10.16<\/p>\n\n\n\n

View full text PDF<\/a> \"\"<\/a> <\/p>\n\n\n\n

Abstract<\/strong><\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Keywords<\/strong><\/p>\n\n\n\n

Influencer marketing, Authenticity, Generation Z.<\/p>\n\n\n\n

References<\/strong><\/p>\n\n\n\n

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Backaler, J. (2018a), \u201cThen vs. Now: Influencer Marketing (Re-)Defined\u201d, in<\/em> Joel Backlaer, Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business<\/em>, pp. 1-214. Dispon\u00edvel em: https:\/\/doi.org\/10.1007\/978-3-319-78396-3<\/a><\/p>\n\n\n\n

Backaler, J. (2018b), \u201cWhat\u2019s Coming: The Future of Influencer Marketing\u201d, in<\/em> Joel Backlaer, Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business<\/em>, pp. 1-214. Dispon\u00edvel em: https:\/\/doi.org\/10.1007\/978-3-319-78396-3<\/a><\/p>\n\n\n\n

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Brill, P. (2019), \u201cA closer look at Generation Z\u201d, in<\/em> Gifts & Decorative Accessories<\/em>, 120(1), pp. 43-51.<\/p>\n\n\n\n

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Bruns, I. (2018), \u2018 Perceived Authenticity \u2019 and \u2018 Trust \u2019 in Social Media driven Influencer Marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland<\/em>, Master Thesis in Business Administration in Marketing, Dublin: Dublin Business School. Dispon\u00edvel em: https:\/\/esource.dbs.ie\/bitstream\/handle\/10788\/3536\/mba_bruns_i_2018.pdf?sequence=1&isAllowed=y <\/a> <\/p>\n\n\n\n

Carlzon, J. (2001), Moments of Truth.<\/em> Massachusetts, MA: Harper Business.<\/p>\n\n\n\n

Cialdini, R.; Trost, M. R. (1998), \u201cSocial influence: social norms, conformity, and compliance\u201d, in <\/em>D.T. Gilbert & S.T. Fiske. The Handbook of Social Psychology, <\/em>edited by Gardner Lindzey and Elliot Aronson, 4th<\/sup> ed., Boston, MA: Oxford University Press.<\/p>\n\n\n\n

Cruz, M. (2016), Generation Z: influencers of decision-making process. The influence of WOM and Peer Interaction in the Decision-Making Process<\/em>. (March), Tese de Mestrado em Marketing, Porto: Universidade Cat\u00f3lica Portuguesa.<\/p>\n\n\n\n

Deges, F. (2018), Quick Guide Influencer Marketing<\/em>, Wiesbaden: Springer Gabler.<\/p>\n\n\n\n

Desai, S. P.; Lele, V. (2017), \u201cCorrelating Internet, Social Networks and Workplace \u2013 a Case of Generation Z Students\u201d, in Journal of Commerce and Management Thought<\/em>, 8(4), pp. 802-815. Dispon\u00edvel em: https:\/\/doi.org\/10.5958\/0976-478x.2017.00050.7<\/a><\/p>\n\n\n\n

Dimock, M. (2019), \u201cDefining generations: Where millennials end and generation Z begins\u201d, in Pew Research Center<\/em>, pp. 1-7. Dispon\u00edvel em: https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/<\/a><\/p>\n\n\n\n

Fine, G. A. (2003), \u201cCrafting authenticity: The validation of identity in self-taught art\u201d, in Theory and Society<\/em>, 32(2), pp. 153-180. Dispon\u00edvel em: https:\/\/doi.org\/10.1023\/A:1023943503531<\/a><\/p>\n\n\n\n

Fritz, K.; Schoenmueller, V.; Bruhn, M. (2017), \u201cAuthenticity in branding \u2013 exploring antecedents and consequences of brand authenticity\u201d, in European Journal of Marketing<\/em>, 51 (2), pp. 324-348. Dispon\u00edvel em: https:\/\/doi.org\/10.1108\/EJM-10-2014-0633<\/a><\/p>\n\n\n\n

Fromm, J.; Read, A. (2018), Marketing to Gen Z – The rules for reaching this vast and very different generation of <\/em>influencers\u00b8New York, NY: American Managament Association.<\/p>\n\n\n\n

Gilmore, J. H.; Pine, B. J. (2007), Authenticity: what consumers really want<\/em>, Boston, MA: Harvard Business School Press.<\/em> Dispon\u00edvel em: https:\/\/doi.org\/10.5860\/choice.45-6277<\/a><\/p>\n\n\n\n

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Hulyk, T. (2015), \u201cMarketing to Gen Z: Uncovering a New World of Social Media Influencers\u201d,  in<\/em> Franchising World<\/em> (December), 47(12), pp. 33-35.<\/p>\n\n\n\n

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Moore, A.; Kim, H. M. (2018), \u201cInfluencer Marketing\u202f: Influentials\u2019 Authenticity , Likeability and Authority in Social Media\u201d, in International Textile and Apparel Association (ITAA) Annual Conference Proceedings<\/em>, pp. 1-4.<\/p>\n\n\n\n

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Pastore, A. (2020), \u201cYou Can\u2019t Fool Generation Z\u201d, in WWW: Women’s Wear Daily<\/em>, 3\/9\/2020, pp. 18-18.<\/p>\n\n\n\n

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Zietek, N. (2016), The characteristics and components of fashion influencer marketing<\/em>, Master thesis, Bor\u00e5s: University of Bor\u00e5s, Faculty of Textiles, Engineering and Business.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Contents ArchiveCurrent issue Marketing de influ\u00eancia e autenticidade: impacto no processo de compra da Gera\u00e7\u00e3o Z Mariana Mendes 1, and Jos\u00e9 Magano 1 and Cl\u00e1udia Sousa e Silva 2 1 ISCET – High Institute...<\/p>\n","protected":false},"author":6,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-519","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/519","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/comments?post=519"}],"version-history":[{"count":12,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/519\/revisions"}],"predecessor-version":[{"id":2913,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/519\/revisions\/2913"}],"wp:attachment":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/media?parent=519"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}