Understanding how generation Z perceives social media influencers and its impact on the adoption of COVID safe behaviours

Abstract

The emergence of the internet and the development of technology led to increasingly more digital consumers, who are tired of being marketed to. Thus, many companies started adopting Influencer marketing to reach people on social media. This new approach to marketing is also being used as a tool in social marketing to promote behaviour change, especially in public health matters. This dissertation was developed with the aim of understanding how Generation Z consumers, the first true digital natives, perceive social media influencers as endorsers of COVID safe behaviours, through the lens of the Source Credibility and Source-AttractivenessModels. These objectives were addressed using a quantitative research method, that adopted both descriptive and exploratory research approaches. Previous literature was reviewed and na online questionnaire was conducted. Moreover, the message effort level was considered as a moderator in the analysis, which was yet to be done in literature. The main results from this dissertation indicate that influencers are perceived as moretrustworthy, more attractive and less expert than the DGS. The difference between endorsers’ effectiveness on conveying COVID safe behaviours is not significant. However, in the presence of attractiveness, influencers have a more persuasive effect than expert endorsers. Moreover, Generation Z consumers are always more willing to adopt COVID safe behaviours when the message is considered “low effort”.

Date of Award	30 Jul 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniela Langaro (Supervisor)