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January 1, 2025International Journal of Business Forecasting and Marketing Intelligence

Influencer marketing impact on Gen Z's Self-esteem and related factors

Yukti Ahuja Jatin Trivedi Himanshu Goel Indu Loura Dipanwita Chakraborty

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Key Points

To explore the impact of influencer marketing on self-esteem and related factors among Generation Z.
Qualitative analysis of social media trends
Surveys assessing self-esteem levels
Interviews with Gen Z individuals regarding influencer interactions
Increased exposure to influencer content correlates with varying self-esteem levels
Positive influencer engagement boosts self-esteem among some, while negative impacts were noted by others
Brand perception significantly shifts based on influencer authenticity and relatability

Implication

Examines how influencer marketing affects self-esteem in Generation Z, indicating important implications for brands.

Abstract

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Cite This Study

Ahuja et al. (2025) studied this question.

synapsesocial.com/papers/69df2c88e4eeef8a2a6b1a67 https://doi.org/10.1504/ijbfmi.2025.10077655

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