A atuação dos digitais influencers sobre a decisão de compra da geração Z frequentadora do Paulista North Way Shopping no município de Paulista/PE.

Abstract

Social networks have become part of people's daily lives and have been shaping the way individuals relate to each other and consume information on the internet. This fact became more evident with the emergence of influencers, individuals who through the production of digital content attract followers and have the ability to influence the buying decision of those who follow them. The objective of this work was to identify and analyze the role that digital influencers play in the buying decision of the Z generation audience that frequents the North Way Shopping, located in the city of Paulista/PE. For this analysis, an in loco data collection was carried out, directed to the public that is part of the elaborated study. It was observed that influencers, through their social networks, cause significant effects on the purchase decision of the Z generation from the connection created with the follower through online interactions.