From Authority to Authenticity: A Systematic Review of Gen Z’s Divergent Responses to KOLs and KOCs

HRMARS - As Generation Z becomes the main driving force in the digital economy, the traditional marketing approach that relies heavily on Key Opinion Leaders is facing a significant crisis of trust. This shift is driven by a growing authenticity paradox where highly polished commercial content triggers strong consumer skepticism and psychological resistance. This study aims to systematically clarify the differentiated positioning and synergistic mechanisms of Key Opinion Leaders?KOLs? and Key Opinion Consumers?KOCs? within the Gen Z market. Adhering to the PRISMA guidelines, we conducted a systematic literature review of 49 empirical studies published between 2015 and 2026. We employed thematic analysis to examine three core psychological mechanisms, specifically authenticity, parasocial interaction, and behavioral responses. These factors elucidate the fundamental differences in how Gen Z interacts with varying influencer types. This research provides a new theoretical perspective on the commodification of authenticity and suggests a strategic move from seeking broad exposure to building deep and authentic relationships for sustainable brand loyalty.