Os drivers da autenticidade da marca segundo a geração Z em Portugal

: um estudo exploratório da comunicação digital da Fenty Beauty

Abstract

This dissertation investigated the elements of Fenty Beauty's social media that lead to the perception of brand authenticity among Generation Z consumers in Portugal. Using a quantitative approach, implemented through a questionnaire, two main objectives were defined corresponding to the research questions: 1) To understand how the type of digital content on Fenty Beauty's social media contributes to the brand's perception as authentic among consumers, particularly Generation Z in Portugal; and 2) To identify the elements that lead Generation Z consumers in Portugal to perceive Fenty Beauty as an authentic brand. Through the implementation of a quantitative methodology, carried out using a survey based on the ADO model (Antecedents, Decisions, Outcomes) by Paul and Benito (2018), adapted by Södergren (2021), along with research by Yang et al. (2021) and Battisti & Dalvit (2023), it was concluded that Fenty Beauty's digital content on social media has a significant impact on the brand's authenticity perception among Generation Z in Portugal. The brand’s authenticity being positively recognized by the sample is primarily attributed to its strategy of promoting user-generated content that reflects real-life standards, including digital influencers, combined with an emphasis on the diversity of body types, skin tones, ethnicities, genders, and cultures, as well as the inclusion of social causes such as the LGBTQIA+ movement, body positivity, racial equality, and feminism. . V It was also demonstrated that the elements contributing to Fenty Beauty's authenticity, according to Portuguese Generation Z consumers, include brand characteristics such as originality, honesty, sincerity, uniqueness, longevity, responsibility, loyalty to origins and values, quality, trust, creativity, style consistency, and the image of the singer Rihanna associated with the brand. Regarding brand communication, authenticity is constructed through consistent, clear communication that creates connections with consumers, promotes enchantment, has cultural impact, and uses suitable brand ambassadors. Concerning brand practices, authenticity is associated with less aggressive commercial practices, sustainability, activism, distinctive production methods, creating a sense of scarcity, and a strong market presence.

Date of Award	28 Mar 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Anna Carolina Boechat Chaves Fernandes (Supervisor)