The Role of Social Media Influencers in Consumer Psychology: An Evaluation of Generation Z Research

Abstract

Generation Z, who was born into a digital world and can use digital environments effectively, is the youngest and potentially largest consumer group, is at the center of attention of marketers and consumer psychology researchers. In addition to having a significant consumption power, it attracts the attention of marketers and researchers because it also has very different characteristics from previous generations in terms of consumption habits. Social media influencers are one of the most important marketing communication and social interaction elements for Generation Z, who grew up with digital, expects instant access to information, and is interested in short video content. For this reason, "social media influencers" have become one of the most attractive topics for recent research examining consumer psychology. This study aims to find out the role of "social media influencers" in Generation Z consumer behavior. For this purpose, the studies in the relevant literature were reviewed and summarized with a model proposal. According to the model presented in the study; "parasocial relationship" with social media influencers, "credibility” of the influencer", "influencer compatibility with the brand", "content value" and "originality" of influencer posts, "engagement rate" are the factors that positively affect the self-brand connection, brand image, purchase intention and brand loyalty. It is thought that the model proposal presented offers a perspective that will inspire interdisciplinary studies in which different fields especially psychology and marketing can be integrated.