Geração z e tiktok: a comunicação entre marcas e o público a partir dos influenciadores digitais

Abstract

The objective of this study is to understand how TikTok stood out in communication between brands and the public, through digital influencers of generation Z, focusing on the profiles of influencers Isaías, Vittor and Lorrane. The research will present a descriptive analysis of the publications in order to verify how the process of trust between the public and influencers is established and discuss in which ways the TikTok platform gives visibility to brands from the content of influencers. The sample consists of 43 videos and was approached in an exploratory and interpretive way, with the objective of verifying how generation Z is influenced to consume products and services from digital influencers. The analysis was applied from the following categories: a) used language, b) storytelling (narrative) and c) audience interaction. The research results support the hypothesis that digital influencers act in the communication between brands and the public from the digital influencers of generation Z. The results revealed that digital influencers not only act in communication but also enhance this connection, reaching more people and generating more engagement.