Reach, Resonance and Relevance of Social Media Influencers on Generation Z and Alpha Generation

Abstract

Social media influencers (SMIS) are playing an increasingly dominant role in marketing, especially towards Gen Z and Gen Alpha. This study explores how these generations perceive SMIS and how it influences their consumer behavior, purchasing decisions, and lifestyle choices. Gen Z and Gen Alpha are particularly susceptible to influencer marketing due to their digital nativity and reliance on social media for information and entertainment. The study defines three key characteristics of SMIS: reach, resonance, and relevance. Reach refers to the number of people a SMI can Reach with their content. Resonance refers to the level of connection and engagement an influencer has with their audience. Relevance refers to how closely aligned a SMI content is with a brand and its target audience. The study highlights the implications of these findings for marketers, influencers, and scholars. Marketers can leverage influencer Marketing to reach their target audience and influence consumer Behavior by choosing SMIS with high reach, relevance, and resonance. Influencers can learn how to build deeper connections with their audience and create content that resonates with Gen Z and Gen Alpha. Scholars can use this research to understand how generational dynamics interact with technology and inform future studies on consumer behavior and digital influence. Overall, this study provides valuable insights into the growing importance of SMIS in the digital age and their impact on consumer behavior, particularly among Gen Z and Gen Alpha.