{"id":1600,"date":"2022-02-22T11:50:11","date_gmt":"2022-02-22T10:50:11","guid":{"rendered":"https:\/\/www.universitybox.com\/?p=1600"},"modified":"2022-05-31T16:29:59","modified_gmt":"2022-05-31T14:29:59","slug":"influencer-genz-acquisto-universitybox-blog","status":"publish","type":"post","link":"https:\/\/www.universitybox.com\/en\/influencer-genz-acquisto-universitybox-blog\/","title":{"rendered":"Influencer e Gen Z: il ruolo nei processi d’acquisto"},"content":{"rendered":"

Gli influencer danno voce ai brand e la Gen Z risponde, ognuno a modo suo: la ricerca svela sette profili di consumatori tra i giovanissimi<\/p>\n\n\n\n

I comportamenti d\u2019acquisto della Gen Z\u00a0<\/h2>\n\n\n\n

Gli influencer ispirano 2 ragazzi della generazione Z su 3. E\u2019 uno dei dati emersi dalla ricerca svolta da Buzzoole in collaborazione con Koniqa, composta da interviste fatte su un campione di 2.000 ragazzi italiani tra i 18-24 anni. I giovanissimi, infatti, sembrano affidarsi alla voce degli influencer<\/a> per scegliere cosa comprare o conoscere nuovi brand. <\/p>\n\n\n\n

Questo si declina in pi\u00f9 e pi\u00f9 modi, in base alle particolarit\u00e0 di ognuno \u2013 e sappiamo quanto la singolarit\u00e0 e l\u2019identit\u00e0 siano centrali per questa generazione di giovani. I comportamenti d\u2019acquisto, infatti, sono dettati non solo dalla fascia d\u2019et\u00e0 e dal luogo in cui si vive (con differenze ad esempio tra piccoli centri e citt\u00e0), ma anche dai bisogni della persona e dal rapporto che tende a creare con le proprie cerchie sociali. <\/p>\n\n\n\n

7 profili tipo della Generazione Z<\/h2>\n\n\n\n

La parte pi\u00f9 interessante di questa ricerca, infatti, \u00e8 che dai dati si possono individuare sette archetipi di Zeta in questo senso: il leader, il narcisista, l\u2019attivista, il classico, il funzionale, l\u2019affettivo e l\u2019edonista. Vediamoli nel dettaglio. <\/p>\n\n\n\n

Quando si tratta di tenere presente l\u2019opinione di un influencer<\/a>, un \u201cleader\u201d cercher\u00e0 un influencer esperto nel proprio settore, cos\u00ec da cercare la propria affermazione. \u00c8 il profilo pi\u00f9 numeroso tra i Zeta, infedele al brand e in cerca di cambiamento. Il \u201cfunzionale\u201d, invece, \u00e8 un consumatore pi\u00f9 razionale e un tipo di profilo frequentemente riscontrabile nelle aree urbane e di et\u00e0 media pi\u00f9 elevata, che compara prezzi e caratteristiche dei prodotti, facendo passare in secondo piano il brand. <\/p>\n\n\n\n

Chi ha buona capacit\u00e0 di spesa ed \u00e8 concentrato su s\u00e9 stesso \u00e8 definito \u201cnarcisista\u201d, cio\u00e8 chi cerca apprezzamento da parte degli altri e sceglie quindi brand molto conosciuti. Ci sono anche gli \u201cold fashion\u201d, che, al contrario della denominazione, sono i pi\u00f9 giovani. Loro non seguono le mode, ma i loro brand preferiti, indipendentemente dal costo (molto in stile Gen Z!). <\/p>\n\n\n\n

Alcuni, poi, sentono particolarmente il bisogno di sentirsi amati e accettati, quindi seguono le mode e i consigli degli altri, incluse le recensioni. E\u2019 un profilo, questo, diffuso nel Sud e nelle Isole, ed \u00e8 caratterizzato da elevata disponibilit\u00e0 economica: l\u2019\u201caffettivo\u201d. <\/p>\n\n\n\n

C\u2019\u00e8 poi un cluster al femminile, con forte senso etico e attenzione a s\u00e9 e all\u2019ecosistema di cui si fa parte: \u00e8 il gruppo degli \u201cattivisti\u201d, coloro che prediligono i marchi che fanno qualcosa di utile per il mondo. Infine, l\u2019\u201dedonista\u201d: buona capacit\u00e0 di spesa e una et\u00e0 media tra i 22 e i 24 anni, bisogno di gratificazione e semplificazione; apertura al cambiamento nella vita, come d\u2019altronde nei suoi consumi.<\/p>","protected":false},"excerpt":{"rendered":"

Gli influencer danno voce ai brand e la Gen Z risponde, ognuno a modo suo: la ricerca svela sette profili di consumatori tra i giovanissimi I comportamenti d\u2019acquisto della Gen Z\u00a0 Gli influencer ispirano 2 ragazzi della generazione Z su 3. E\u2019 uno dei dati emersi dalla ricerca svolta da Buzzoole in collaborazione con Koniqa, … <\/p>\n

Continue reading “Influencer e Gen Z: il ruolo nei processi d’acquisto”<\/span><\/a><\/p>","protected":false},"author":5,"featured_media":1601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[34,39,62,88],"class_list":["post-1600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-influencer-ambassador","tag-gen-z","tag-infleuncer","tag-moda","tag-social-media"],"yoast_head":"\nInfluencer, Gen Z e acquisti - Universitybox blog<\/title>\n<meta name=\"description\" content=\"Gli influencer danno voce ai brand e la generazioneZ risponde: la ricerca svela sette profili di consumatori tra i giovanissimi\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.universitybox.com\/en\/influencer-genz-acquisto-universitybox-blog\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencer, Gen Z e acquisti - 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