<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2182-8458</journal-id>
<journal-title><![CDATA[Tourism & Management Studies]]></journal-title>
<abbrev-journal-title><![CDATA[TMStudies]]></abbrev-journal-title>
<issn>2182-8458</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2182-84582024000200025</article-id>
<article-id pub-id-type="doi">10.18089/tms.20240203</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[How digital influencer content and characteristics influence Generation Y persuasiveness and purchase intention]]></article-title>
<article-title xml:lang="pt"><![CDATA[Como o conteúdo e as características dos influenciadores digitais influenciam a capacidade de persuasão e a intenção de compra da Geração Y]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodrigues]]></surname>
<given-names><![CDATA[Maria Antónia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Carvalho]]></surname>
<given-names><![CDATA[Maria Amélia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Oliveira]]></surname>
<given-names><![CDATA[Luciana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barbosa]]></surname>
<given-names><![CDATA[Andreia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,University of Porto PP ISCAP Polytechnic ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,University of Porto ISCAP Polytechnic ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>20</volume>
<numero>2</numero>
<fpage>25</fpage>
<lpage>38</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2182-84582024000200025&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2182-84582024000200025&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2182-84582024000200025&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper aims to understand the effect of content and digital influencer characteristics on their persuasiveness ability and Generation Y's resulting brand attitudes and purchase intentions (Millennials). Based on a sample of 201 individuals and quantitative analysis, data was analysed using Smart PLS. The results show that the quality of the content is the characteristic with the highest impact on the influencer's persuasive power. In terms of influencer characteristics, trust is a critical determinant. The influencer's persuasiveness is essential for developing a positive attitude towards the brand and purchase intention. Our findings update previous studies, focusing on Generation Y and including trust as a variable while simultaneously revealing a fundamental determinant of influence power. For brands, this study confirms the importance of having digital influencers in their strategies. For influencers, it suggests that when targeting Generation Y, they should invest in the quality of their publications and increase trust, as this is strongly linked to their persuasiveness and, consequently, to the purchase intention of their followers.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este artigo tem como objetivo compreender o efeito do conteúdo e das características dos influenciadores digitais na sua capacidade de persuasão e nas consequentes atitudes face à marca e intenção de compra da Geração Y (Millennials). Com base numa amostra de 201 indivíduos e numa análise quantitativa, os dados foram analisados com recurso ao Smart PLS. Os resultados mostram que a qualidade do conteúdo é a caraterística com maior impacto no poder de persuasão do influenciador. Em termos de características do influenciador, a confiança é um determinante crítico. A capacidade de persuasão do influenciador é essencial para desenvolver uma atitude positiva face à marca e à intenção de compra. Os nossos resultados atualizam estudos anteriores, centrando-se na Geração Y e incluindo a confiança como variável, revelando-se um determinante fundamental do poder de influência. Para as marcas, este estudo confirma a importância de ter influenciadores digitais nas suas estratégias. Para os influenciadores, sugere que, quando se dirigirem à Geração Y, invistam na qualidade das suas publicações e no aumento da confiança, uma vez que esta está fortemente ligada ao seu poder de persuasão e, consequentemente, à intenção de compra dos seus seguidores.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Digital influencers]]></kwd>
<kwd lng="en"><![CDATA[Content]]></kwd>
<kwd lng="en"><![CDATA[Trust]]></kwd>
<kwd lng="en"><![CDATA[Brand attitude]]></kwd>
<kwd lng="en"><![CDATA[Purchase Intention]]></kwd>
<kwd lng="en"><![CDATA[Generation Y (Millennials)]]></kwd>
<kwd lng="pt"><![CDATA[Influenciadores digitais]]></kwd>
<kwd lng="pt"><![CDATA[Conteúdo]]></kwd>
<kwd lng="pt"><![CDATA[Confiança]]></kwd>
<kwd lng="pt"><![CDATA[Atitude face à marca]]></kwd>
<kwd lng="pt"><![CDATA[Intenção de compra]]></kwd>
<kwd lng="pt"><![CDATA[Geração Y (Millennials)]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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