A STUDY ON INFLUENCER MARKETING AND THE IMPACT OF PARASOCIAL RELATIONSHIPS AND TRUST ON LOYALT

Abstract

Moreover, studies on the effects of influencer marketing on Gen Z consumers may present data on how this demographic changes and what personal qualities it develops. The report reveals that Gen Z is the generation most connected with influencers on visually-oriented platforms such as Instagram and YouTube, which aligns with their demand in more dynamic, engaging, and personalized-type content. However, it is also interesting that the preferred influencer content type for more than 70% of participants was humor, creativity, and fun rather than more informative or socially active. Even if many Gen Z members choose influencers who popularize important issues in society, humor and escape remain a significant need for them. Finally, the research also identified a more ambiguous attitude of Gen Z towards the expression of personal or political views by the influencer. Although for more than half of the sample 56% it was a positive moment, 36.4% were neutral, and 6.1% negatively assessed this trend. Thus, it might be concluded that the concept of Gen Z can hardly be limited by reductionism but involves numerous attitudes. The most critical outcome of my research is a positive correlation between the strength of parasocial relationships retained between the followers and the level of trust, which proves the need for such a connection to cultivate a loyal audience. This loyal audience, in turn, will become a leading force for further boosting the effectiveness of influencer marketing. Brands and influencers hoping to meaningfully engage with Gen Z would face a range of implications. In terms of influencers, they should strive to focus on changing up content genres as Gen Z’s preferences change, in addition to juggling a diverse range of opinions on value-based advertising. In terms of brands, they will need to acknowledge that Gen Z has a smaller attention span and prefers visually stunning, easily consumed content – focusing on the aesthetics and ‘vibes’ might be the only thing that gains traction. Partnerships across all three influencer tiers, from mega to macro and micro, could combine scale with engagement, and combining the best utility while being informative and entertaining will increase credibility. In conclusion, this research reveals Generation Z as a thoughtful, informed, and demanding audience category. Their preferences are multi-faceted, coexisting 6 entertainment with knowledge, sincerity with light emotions. Keeping their attention entails an understanding of the dichotomies behind their respective relationships with different influencer types and content. Parasocial closeness, reliance, and authentic ties fostered by brands and influencers result in everlasting devotion as they live their growing years.