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Influencer’s Authenticity from the Perspective of Generation Z Consumers

Author

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  • Iuliana Obreja

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

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.

Suggested Citation

  • Iuliana Obreja, 2023. "Influencer’s Authenticity from the Perspective of Generation Z Consumers," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 742-749, August.
    • Handle: RePEc:ovi:oviste:v:xxiii:y:2023:i:1:p:742-749
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    Keywords

    social media influencers; authenticity influencer; digital influencer;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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