escriptive study is to analyse the trend of influence that companies through Instagram and influencers have on Millennials and Generation Z. To achieve this result, we will first introduce existing theories concerning marketing communication, branding and social media with a focus on this two groups, finding out how Instagram works in order to reach these two Generations.
To accomplish this purpose, we will investigate by means of a questionnaire: who and how often the main age groups are affected by these strategies of influence marketing; which are the product that attract more online; which type of influencer they prefer and how companies can improve their strategies of selling in this new virtual place.
