Influencer’s Authenticity from the Perspective of Generation Z Consumers

Iuliana Obreja ()
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Iuliana Obreja: “Alexandru Ioan Cuza” University of Iasi, Romania

Ovidius University Annals, Economic Sciences Series, 2023, vol. XXIII, issue 1, 742-749

Abstract: Throughout economic and technological change, the marketing process has encountered a number of changes in order to meet the demands of 21st century consumers. Therefore, this article aims to understand how influencers are introduced into the online brand’s marketing strategies. So, the research’s purpose is to answer the following question: What qualities must an influencer possess to be considered authentic? Starting from this question, we designed a qualitative analysis, based on an in-depth interview with 10 Generation Z consumers from the Moldova area, Romania. To begin with, the study analyzed the circumstances in which the interviewees chose to follow an influencer, to then identify the elements of authenticity observed in his experience, and finally, to understand the factors that influenced the following of the micro celebrity. Therefore, this article aims to identify the traits of an influencer and the activities they practice to positively impact Generation Z consumers.

Keywords: social media influencers; authenticity influencer; digital influencer (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2023
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