The TikTok micro influencers and the fast fashion consumer behaviour

: the Portuguese case

Abstract

This dissertation focuses on Portuguese Tik Tok micro-influencers and the way they influence the consumer behavior of both Generation Z and Millennials. A qualitative method approach was chosen as it helped to underline and generalize the results obtained to a wider population. It was possible to determine that the Portuguese Tik Tok micro-influencers, do indeed influence the fast-fashion consumer behaviour of the Generation Z and Millennials, by creating innovative and informative content, that is transparent and honest to the audiences. Thus, by creating a closer connection and relationship with the followers, who later feel they are being advised by friends or family and are more prone to be influenced.

Date of Award	21 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)