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

Abstract

Abstract Purpose 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. Design/methodology This study conducted four focus groups with a total of 15 members of Gen Z and 13 members of Millennials. Participants were screened to ensure they followed lifestyle social media influencers and have made purchases based on influencer recommendations. The online focus groups discussed how participants from each generation evaluate the authenticity of Social Media Influencers (SMIs) using a six-factor cumulative model (Nunes, Joseph C., Andrea Ordanini & Gaia Giambastiani. 2021. The concept of authenticity: What it means to consumers. Journal of Marketing 85(4). 1–20). Findings The research findings show that Gen Z considers SMIs to be highly educated friends with whom they can seek advice and opinions, while Millennials see social media influencer as a profession that needs to be done in an ethical and transparent manner. Practical implications These findings are useful in understanding the psychology between both Gen Z and Millennials so appropriate producer messaging can be used to reach them. Originality/value As the concept of authenticity has been defined differently by multiple entities, this research seeks to fill the current research gap in the literature analyzing generational definitions of perceived authenticity, specifically between the two largest online consumer cohorts, Gen Z and Millennials.