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Publication
Os influenciadores digitais no TikTok e a sua influência no comportamento de consumo da geração Z
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| 2.78 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Esta dissertação tem como tema principal “A Publicidade no TikTok e a sua Influência no Comportamento de Consumo da Geração Z”. O objetivo central do estudo é compreender de que forma esta rede social impacta a efetividade de compra dos jovens, analisando o papel dos vídeos curtos, dos influenciadores digitais e das estratégias publicitárias, como as promoções e os códigos de desconto.
A investigação utilizou uma metodologia mista combinando questionários e entrevistas semiestruturadas. Os resultados indicam que o TikTok exerce uma influência significativa nas decisões de compra especialmente quando os conteúdos publicitários são autênticos e protagonizados por influenciadores com quem os utilizadores se identificam. Conclui-se que o TikTok é uma ferramenta poderosa na comunicação digital atual, com grande impacto nas preferências e hábitos de consumo da Geração Z.
The main theme of this dissertation is “Advertising on TikTok and its influence on Generation Z’s Consumption Behavior”. The central objective of the study is to understand how this social network impacts young people’s purchasing decisions, analyzing the role of short videos, digital influencers, and advertising strategies, such as promotions and discount codes. The research used a mixed methodology combining online questionnaires and semi-structured interviews. The results indicate that TikTok has a significant influence on purchasing decisions, especially when the advertising content is authentic and features influencers with whom users identify. It is concluded that TikTok is a powerful tool in today’s digital communication, with an impact on the preferences and consumption habits of Generation Z.
The main theme of this dissertation is “Advertising on TikTok and its influence on Generation Z’s Consumption Behavior”. The central objective of the study is to understand how this social network impacts young people’s purchasing decisions, analyzing the role of short videos, digital influencers, and advertising strategies, such as promotions and discount codes. The research used a mixed methodology combining online questionnaires and semi-structured interviews. The results indicate that TikTok has a significant influence on purchasing decisions, especially when the advertising content is authentic and features influencers with whom users identify. It is concluded that TikTok is a powerful tool in today’s digital communication, with an impact on the preferences and consumption habits of Generation Z.
Description
Keywords
Redes sociais TikTok Influenciadores digitais GeraçãoZ Decisão de compra