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SONAR|HES-SO

SONAR|HES-SO regroupe les travaux de bachelor et master diffusables de plusieurs écoles de la HES-SO. Consultez cette page pour le détails.

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BachelorThesis_SandraVarelaMunoz.pdf
Bachelor thesis

How do social media influencers influence Generation Z to buy a brand’s product in the french speaking part of Switzerland ?

  • Genève : Haute école de gestion de Genève

116 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2021

English This research aims to analyse how social media influencers can influence the purchasing decision of a member of Generation Z in the French speaking part of Switzerland. To do so, studies and psychological factors are explored to understand the relationship between Generation Z, social media, and its influencers. The literature review attempts to understand the history of social media and how the job “influencer” was created. The research covers different topics. The first part of the literature review is to analyse Generation Z. What makes it different, unique from the previous generations and its attachment to social media. The second part investigates social media influencers and their power of persuasion. How social media became to be a key channel to attract consumers globally. The last part discusses the relationship between Generation Z and social media influencers. A qualitative method is used to collect the data and includes in-depth interviews. Twenty members of Generation Z were interviewed for this project. The purpose of these interviews is to discover the feelings and emotions experienced on seeing social media influencers promoting a product. The goal is to discover what triggers the decision to buy a product when the product is presented by a social media influencer. Findings show that Generation Z admires social media influencers for their authenticity and honesty. Although social media influencers are well liked, the love and affection do not always lead to the purchase of the product. Many of the respondents were tempted to buy products in different categories like beauty, gaming and food. Furthermore, the findings discovered that there are some differences of interests between gender and age. For instance, men prefer gaming YouTubers while women prefer beauty Instagrammers. Choosing the right type of influencer for the right target based on age, gender, and interest can boost the awareness and sales of brands. The last chapter of this research aims at giving recommendations to brands on how to select the right influencer to attract Generation Z.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/hesso/documents/319805
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