Percorrer por autor "Amaral, Maria Leonor de Jesus Pereira"
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- Does Gen Z trust in Instagram fashion influencers? An analysis of the portuguese contextPublication . Amaral, Maria Leonor de Jesus Pereira; Fernandes, Anna Carolina Boechat ChavesThis thesis focuses on the influencer marketing market in Portugal and in the Generation Z demographic, concentrating on the effect Instagram fashion influencers’ sponsored posts have on the trustworthiness of the Instagram users/followers in them. The goal was to assess whether being a micro versus macroinfluencer has an impact on trust, if sponsorships negatively impact trustworthiness and if explicit disclosures can mitigate negative effects. A survey was implemented and allowed to conclude that there’s no influence on trust by having more or less followers, that sponsorships do worsen trustworthiness and that explicit disclosures alleviate these negative outcomes. This research highlights the importance of transparent and honest disclosures when it comes to sponsorships on Instagram.