Discovering the Impact of Chinese Social Media Influencers on Generation Z Consumer Behaviour

Institution of Education, University College London, London, N1C 4DD, United Kingdom

^* Corresponding author’s mail: zimo.shi.21@ucl.ac.uk

Abstract

The influence of Chinese social media influencers on Generation Z’s consumer behavior has become increasingly pronounced, with the advent of COVID-19 further magnifying their impact on digital consumer trends. Generation Z places a remarkable level of trust in these influencers, driven by their relatable personalities, specialized knowledge, and interactive engagement. Moreover, following these influencers serves to fulfill Generation Z’s intrinsic need for social identity while fostering a deep sense of attachment. Nevertheless, this rapidly evolving landscape also presents its own set of challenges, including the potential for influencer-related scandals and an imperative demand for transparency and authenticity. Effectively navigating this environment necessitates that companies and influencers develop a profound understanding of Generation Z’s unique characteristics and preferences. This understanding forms the basis for crafting tailored marketing initiatives that resonate with this generation. The key to success in influencer marketing lies in maintaining content authenticity and building trust with Generation Z when endorsing products. By diligently employing these strategies, businesses and marketers can adeptly target Generation Z consumers, nurturing enduring brand loyalty and attachment that transcends digital trends.