The impact of micro influencers on Millennials and the consumption of sustainable products are the study object of this dissertation. The junction of these two themes is justified by the need to understand how consumers today are really impacted by digital influencers, specifically in the consumption of sustainable products, using as an example and unique case study the brand Mustique, which is a brand that fits the sustainable world, and uses Instagram and digital influencers in its marketing and communication strategy. There are several studies that demonstrate the importance that Millennials consumers give to digital influencers and specifically to micro influencers. There has also been a growing concern with sustainability and, more specifically, with more sustainable brands. In this sense, it is intended to understand these phenomens through a study that has a mixed character, with interviews (with consumers and influencers) and a survey. Both the interviews and the questionnaire are dedicated in a first phase to the themes of this investigation in general and in a second phase, specifically to the Mustique brand. The results obtained demonstrated a positive impact of micro influencers in a greater knowledge and also consumption of sustainable products by Millennials consumers, both in general and specifically for the Mustique brand. However, it was realized that despite the growing importance given to the sustainability factor and also to digital influencers, there are still other factors that end up impacting the decisions of consumers in their purchasing decision process.
|Date of Award||22 Apr 2021|
- Universidade Católica Portuguesa
|Supervisor||Alexandre Duarte (Supervisor)|
- Influencer marketing
- Digital influencers
- Micro influencers
- Mestrado em Ciências da Comunicação