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What are the youth's views on dogital influencers marketing products?

Influencer marketing

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Youth's views on digital influencers marketing products vary significantly. Studies show that while many young consumers find influencer marketing appealing and relatable , there is also skepticism regarding the trustworthiness of influencers' product recommendations, especially in the beauty industry . Additionally, the emergence of virtual influencers has raised questions about their effectiveness in persuading younger customers to make purchases, with human influencers still being preferred due to the perceived lack of authenticity and relatability of virtual influencers . Furthermore, the integration of influencer marketing with social media platforms has led to concerns about its impact on youth, potentially fueling materialistic and consumerist ideals among teenagers . Overall, youth's perceptions of digital influencers marketing products are influenced by factors like trust, authenticity, relatability, and ethical considerations.

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Open access•Journal Article•DOI Virtual Influencer Marketing: Is It Effective in Engaging Younger Generations? Carla Rossi, Francesca Rivetti - Show less +1 more 05 May 2023	Younger generations prefer human influencers over virtual ones due to difficulty in relating to digital entities, questioning their authenticity, efficacy demonstration, and perceived manipulation by anonymous entities.
Open access•Journal Article•DOI Buying Happiness: How Influencer Marketing Affects the Identity and Purchasing Patterns of Teens Jing Zhu, Ina Szekely - Show less +1 more 13 Mar 2023-Journal of Student Research	Teens view influencer marketing as linking identity to products, fostering materialism and impulsive buying habits due to parasocial relationships and deceptive advertisements, shaping their purchasing patterns.
Open access•Dissertation Influencer Marketing on Instagram – The perspective of young consumers towards beauty industry using influencers as a marketing strategy Katja Matomäki 01 Jan 2019	Young consumers are skeptical about trusting influencers' beauty product recommendations but find influencer marketing relatable, humane, and accessible, emphasizing the importance of authenticity for building trust.
Open access•Journal Article•DOI Perception of Influencers among Young Consumers: An Overview of Marketing Communication Practices in Social Media from a Social Comparison Perspective Murat Çelik, Uğur Bakir, Selçuk Bazarcı - Show less +2 more 15 Sep 2022	Young consumers perceive digital influencers positively when relatable, leading to upward assimilation. Negative emotions like jealousy arise from upward contrast, while inadequacy triggers downward contrast. Incongruent advertising content is viewed negatively.

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How effective are influencer marketing strategies on the youth's engagement?4 answersInfluencer marketing strategies have varying effectiveness on youth engagement. Research indicates that posts with promotional incentives and event information tend to engage audiences more, while posts with brand information are less likely to engage them. Virtual influencers (VIs) are perceived less favorably by younger customers compared to human influencers due to issues like lack of identification and perceived soullessness. Studies also show that hiding paid collaborations from the audience does not significantly affect engagement rates, suggesting transparency is crucial in influencer marketing. Furthermore, influencer marketing has led to the association of an influencer's success with the products they promote, fueling materialistic ideals among youth and impacting their purchasing patterns. Overall, influencer marketing can be effective in engaging youth, but factors like content type, transparency, and influencer authenticity play significant roles in determining its success.

What is the impact of Instagram influencers on the buying behavior of youth?5 answersInstagram influencers have a significant impact on the buying behavior of youth. Increased exposure to brand advertisements on Instagram motivates consumers to make purchases. Influencers' perceived expertise, opinion leadership, and interest-fit positively influence customers' purchase intentions. Trustworthiness and perceived expertise have a negligible impact on purchasing intentions. Post originality, uniqueness, and quality impact influencers' opinion leadership, which in turn impacts behavioral intentions. Influencers' expertise impacts the intention to recommend and purchase endorsed products, while taste leadership influences the intention to interact with influencers. Instagram influencers play a vital role in keeping consumers aware of the latest trends and influencing their intention to purchase. Therefore, marketers should prioritize influencers and select those with acknowledged expertise to enhance their strategies and boost sales through Instagram marketing efforts.

What are the reasons for Gen Z consumers avoiding influencers?5 answersGen Z consumers avoid influencers for several reasons. Firstly, they perceive brand control over influencers as morally irresponsible, leading to avoidance of both influencers and endorsed brands. Secondly, Gen Z consumers tend to be more skeptical of traditional advertising and value authenticity in marketing. They prefer micro-influencers or relatable peers over established influencers. Additionally, Gen Z consumers' avoidance behavior is influenced by their social comparison with influencers. Perceived similarity and wishful identification with influencers can lead to both positive and negative social comparison emotions, which in turn affect their motivations, brand attitudes, and purchase intentions. Furthermore, credibility, parasocial interaction, and self-confidence of influencers play a significant role in influencing Gen Z consumers' purchase intentions. Understanding these reasons for avoidance is crucial for marketers to effectively engage with Gen Z consumers.

How does influencer marketing impact millennial's purchase intention?5 answersInfluencer marketing has a significant impact on millennial's purchase intention. Factors such as trust, brand attitude, consumer attitude, attractiveness, and expertise of influencers play a role in influencing their decision to buy. The credibility of influencers and advertising disclosure positively influence millennial's purchase intention. Additionally, the entertainment value of influencers' content and peer's review and recommendation are important factors that impact millennial's purchase intention. It is found that influencer marketing can instill brand awareness, foster confidence, and provide social confirmation, leading to an increased inclination to purchase. Overall, influencer marketing is an effective strategy to influence millennial's purchase intention, and factors such as trust, credibility, entertainment value, and peer recommendations play a crucial role in this process.

The author does not mention that influencer marketing has influenced purchase intention among Gen Z and millennials?5 answersInfluencer marketing has been found to influence purchase intention among Gen Z and millennials. Studies have shown that factors such as perceived influencers' credibility, the entertainment value of influencers' content, perceived expertise of influencers, and peer's review and recommendation have a significant impact on purchase intention among Gen Z consumers. Additionally, the trustworthiness, attractiveness, and expertise of social media influencers have a direct effect on consumers' decision to buy a product or brand. Furthermore, influencers' source characteristics, including expertise, originality, and homophily, positively affect consumers' attitudes and subsequently influence their purchase intention. Moreover, impulse purchase orientation, online trust, online purchase experience, and quality orientation have been identified as factors affecting millennials and Gen Z's purchase intention in online shopping. Therefore, it can be concluded that influencer marketing does have an impact on purchase intention among Gen Z and millennials, as evidenced by multiple studies.

What age group is influencer marketing effective?2 answersInfluencer marketing is effective for the age group of 18-24 year olds. This age group is considered the target group for marketers when selecting bloggers for promotional purposes. The decision to buy an advertised product and the identity status of the consumer are interrelated, making it important to select bloggers that resonate with the identity statuses of the target group. Additionally, target customers in this age group tend to buy, use, and recommend products endorsed by influencers with a good reputation and high credibility. Therefore, influencer marketing is particularly effective in reaching and influencing the purchasing decisions of young consumers.

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