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Publication
The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users
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Advisor(s)
Abstract(s)
The present paper aims to analyse the impact of YouTubers and TikTokers influencers in the customer journey phases, among Generation Z users.
To do so, a quantitative deductive empirical study was carried out. The respective data collection was made via an online questionnaire survey, obtaining a
valid sample of 529 participants. The results show that both type of influencers
might influence the customer journey, but mainly in the first stages of the process. It was also found that YouTubers tend to have a higher influence in each
of those stages than TikTokers. Although the topic of social media influencers
is growing significantly and has already been studied, no similar study was
found addressing separately the stages of the customer journey decision-making
process, neither comparing influencer of both platforms in that context
Description
Trabalho apresentado em 2022 International Conference on Marketing and Technologies
(ICMarkTech’22), 1-3 dezembro 2022, Santiago de Compostela, Espanha
Keywords
Social Media Marketing YouTube TikTok Digital Influencers, Customer Journey Social Media Influencers Generation Z