Differences in perceived influencer authenticity: a comparison of Gen Z and Millennials’ definitions of influencer authenticity during the de-influencer movement

Abstract

Authenticity is a trait that is considered by both Gen Z and Millennials as an integral part of the social media influencer persuasive episode. This research uses thematic analysis to deconstruct how both Gen Z and Millennials develop their perceptions of social media influencer authenticity.

Keywords

• authenticity
• influencers
• gen z
• millennials
• ewom