Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions?
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/26958 |
Resumo: | As social media continues to increase their presence on every individual’s daily life, businesses are committed to come up with new forms of digital advertisement. That’s why, nowadays, social media ads are one of the most profitable advertising methods in the world. However, social media ads are becoming inefficient when targeting younger generations. The reason behind this detachment from younger audiences is the global phenomenon of web influencers. Influencers are social media users that gain a big audience based on their appealing content. As their community starts to increase, they become able to influence their audience consumer decisions by commenting and sharing their opinion over a certain product or service. This phenomenon has led companies to develop a new advertising method: influencer marketing. Now, the challenges that worldwide enterprises are facing can be divided into three simple questions: how to target this younger audiences, how to compensate the influencers and above all, what is the future of influencer marketing? In this paper some of these questions will be approached with the purpose of investigating deeper this new advertising method. |
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Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions?Domínio/Área Científica::Ciências Sociais::Economia e GestãoAs social media continues to increase their presence on every individual’s daily life, businesses are committed to come up with new forms of digital advertisement. That’s why, nowadays, social media ads are one of the most profitable advertising methods in the world. However, social media ads are becoming inefficient when targeting younger generations. The reason behind this detachment from younger audiences is the global phenomenon of web influencers. Influencers are social media users that gain a big audience based on their appealing content. As their community starts to increase, they become able to influence their audience consumer decisions by commenting and sharing their opinion over a certain product or service. This phenomenon has led companies to develop a new advertising method: influencer marketing. Now, the challenges that worldwide enterprises are facing can be divided into three simple questions: how to target this younger audiences, how to compensate the influencers and above all, what is the future of influencer marketing? In this paper some of these questions will be approached with the purpose of investigating deeper this new advertising method.À medida que as redes socias continuam a aumentar a sua presença no quotidiano de cada família, as empresas sentem a necessidade de criar novas e disruptivas formas de publicidade. É por isso que, hoje em dia, os anúncios publicitários publicados nas redes sociais são um dos métodos de publicidade mais lucrativos do mundo. No entanto, esses mesmos anúncios começam a tornar-se ineficientes quando o segmento alvo são as gerações mais jovens. A razão por detrás deste distanciamento do público mais jovem dá-se devido ao fenômeno global dos influenciadores da internet. Influenciadores são utilizadores de diversas redes sociais que conquistam um grande público com base no seu conteúdo altamente atraente. À medida que a sua comunidade começa a aumentar, eles tornam-se capazes de influenciar as decisões de compra dos seus seguidores, comentando e compartilhando a sua opinião sobre um determinado produto ou serviço. Este fenômeno levou à criação um novo método de publicidade: influencer marketing. Agora, os desafios que as empresas enfrentam são diversos, entre eles: como atingir este público mais jovem, como compensar os influenciadores para promoverem os seus produtos e, acima de tudo, qual é o futuro do influencer marketing. Neste artigo, algumas destas questões serão abordadas com o objetivo de investigar mais profundamente este novo método de publicidade.Vale, Rita Coelho doVeritati - Repositório Institucional da Universidade Católica PortuguesaMartins, Gonçalo Alemão dos Santos2021-01-07T01:30:11Z2019-01-3120192019-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/26958TID:202171515enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:32:27Zoai:repositorio.ucp.pt:10400.14/26958Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:21:33.469400Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions? |
title |
Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions? |
spellingShingle |
Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions? Martins, Gonçalo Alemão dos Santos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions? |
title_full |
Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions? |
title_fullStr |
Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions? |
title_full_unstemmed |
Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions? |
title_sort |
Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions? |
author |
Martins, Gonçalo Alemão dos Santos |
author_facet |
Martins, Gonçalo Alemão dos Santos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Vale, Rita Coelho do Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Martins, Gonçalo Alemão dos Santos |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
As social media continues to increase their presence on every individual’s daily life, businesses are committed to come up with new forms of digital advertisement. That’s why, nowadays, social media ads are one of the most profitable advertising methods in the world. However, social media ads are becoming inefficient when targeting younger generations. The reason behind this detachment from younger audiences is the global phenomenon of web influencers. Influencers are social media users that gain a big audience based on their appealing content. As their community starts to increase, they become able to influence their audience consumer decisions by commenting and sharing their opinion over a certain product or service. This phenomenon has led companies to develop a new advertising method: influencer marketing. Now, the challenges that worldwide enterprises are facing can be divided into three simple questions: how to target this younger audiences, how to compensate the influencers and above all, what is the future of influencer marketing? In this paper some of these questions will be approached with the purpose of investigating deeper this new advertising method. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-01-31 2019 2019-01-31T00:00:00Z 2021-01-07T01:30:11Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/26958 TID:202171515 |
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http://hdl.handle.net/10400.14/26958 |
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TID:202171515 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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