This thesis explores the online identity and perceived credibility of social media influencers and how
these perceptions shape the relationship between Generation Z, influencers, brands, and consumer
behaviour. The focus lies in understanding how young people aged 18 to 25 perceive the credibility of
influencers’ online presence and how these perceptions relate to their trust and purchasing attitudes.
The research is based on a combination of quantitative and qualitative methods, an online survey
conducted among social media users and a semi-structured interview with a social media influencer,
providing a more comprehensive understanding of behavioural, relational, and consumer patterns
among young users. The study offers insight into the complex dynamics between online credibility,
influence, and consumer perception, while opening space for further exploration in the context of
digital marketing.
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