Will Influencer Marketing be Gen Y consumers #1 factor driving shopping decisions?

• Autor(a) principal: Martins, Gonçalo Alemão dos Santos
• 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
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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.