INFLUENCER PAZARLAMA VE Z KUŞAĞI ETKİLEŞİMİ ÜZERİNE BİR ARAŞTIRMA

Abstract

ABSTRACT. The impressive purchasing power of Generation Z individuals, the new generation of consumers, makes them valuable for businesses looking to grow their target audience. In order to appeal to Generation Z, brands need to stay up-to-date with the latest trends and offer new experiences by understanding their emotions. Influencer marketing is a good practice for brands looking to engage Gen Z on social media, as it allows professionals to communicate and increase brand awareness. Brands are leveraging their social platforms to target young audiences in an organic, authentic and effective way through collaborations with real micro influencers. Gen Zers are more likely to engage with content created by people they connect with and trust, leading to an increase in the media value earned through user-generated content. Especially due to the significant increase in Generation Z user engagement, influencer marketing activities have become a widely used tool in the digital space. In this study, the interaction between influencer marketing and Generation Z individuals is analyzed through content analysis on Instagram.