Como influenciadores digitais afetam o comportamento de compra da geração Z.

Abstract

The purpose of this article is to investigate how digital influencers impact the purchasing behavior of Generation Z, identifying the main factors that influence their consumption decisions and suggesting influence marketing strategies for organizations. The research, which had an exploratory, descriptive, and explanatory character with a qualitative and quantitative approach, was based on both bibliographic and field research. As the main instruments, a structured online questionnaire was applied to Generation Z young people, active social media users living in urban areas, in addition to the analysis of media materials about the performance of digital influencers. The results indicate that digital influencers have a significant impact on the purchasing decisions of Generation Z, especially when there is a perception of authenticity, identification, and credibility in the relationship between influencer and follower. The findings show that, although influenced, this audience maintains a critical stance, seeking additional information before purchasing and valuing factors such as quality, price, and brand reputation. The study also revealed that content such as reviews and real demonstrations is more persuasive than explicit advertising, reinforcing that effective influence marketing strategies depend on a combination of transparency, audience alignment, and consistency in communication.