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

Abstract

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.