Publication
Understanding the role of TikTokĀ“s user-generated content on gen Z women: purchasing intentions in the sustainable fashion industry
| datacite.subject.fos | CiĆŖncias Sociais::Economia e GestĆ£o | pt_PT |
| dc.contributor.advisor | Dias, Joana Carmo | |
| dc.contributor.author | Costa, Joana Rita Pereira da | |
| dc.date.accessioned | 2024-07-26T10:41:37Z | |
| dc.date.available | 2024-07-26T10:41:37Z | |
| dc.date.issued | 2024-07-08 | |
| dc.description.abstract | Nowadays, social media, particularly platforms like TikTok with its massive Generation Z user base, has become a breeding ground for influencer marketing. As the sustainable fashion movement gains traction, replacing environmentally damaging fast-fashion habits, understanding consumer behavior in this space becomes crucial. Therefore, the general goal of this dissertation is to understand how Gen Z women's engagement with user-generated fashion content on TikTok affects their purchasing decisions within the sustainable fashion sector. To achieve this aim, a qualitative approach was adopted, involving 14 semi-structured interviews, making use of a diverse sample of Generation Z women. Data analysis was conducted utilizing Braun & Clarkeās Content Analysis technique. Results reveal that Generation Z places greater trust in authentic user-generated content over sponsored content associated with brands. Furthermore, Generation Z demonstrates a growing awareness of sustainable practices. Finally, the purchasing intention is not necessarily influenced by usergenerated content, as there remains a consistent absence of sustainable fashion content on TikTok. | pt_PT |
| dc.identifier.tid | 203662555 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/51384 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Generation Z | pt_PT |
| dc.subject | Influencer marketing | pt_PT |
| dc.subject | Sustainable fashion | pt_PT |
| dc.subject | TikTok | pt_PT |
| dc.subject | Usergenerated content | pt_PT |
| dc.title | Understanding the role of TikTokĀ“s user-generated content on gen Z women: purchasing intentions in the sustainable fashion industry | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | closedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto PortuguĆŖs de AdministraĆ§Ć£o de Marketing | |
| thesis.degree.name | Mestrado em Marketing | pt_PT |