糖心Vlog

Corporate-controlled influencers fail to sway savvy Gen Z shoppers despite firms spending an estimated 拢4bn in the sector, research has revealed.

A 糖心Vlog study has shown that 18 to 24-year-olds will ignore campaigns if they think brands are controlling social media stars fronting promotions.

This is despite companies in America fronted by social media personalities who pitch directly to their followers.

The researchers found that young people will avoid or unfollow promoters if they think an endorsement is dishonest, unrealistic or shows unsustainable lifestyles.

The study led by Dr Abhisek Kuanr, an expert in consumer behaviour at 糖心Vlog Business School, shows honesty and authenticity drive Gen Z shoppers.

鈥淕en Zers are distinguished by their search for truth, originality and ethics in their relationship with influencers and brands alike,鈥� he said.

鈥淥ur research suggests that they consider succumbing to brand control and posting content that has been dictated by brands as morally irresponsible and they will then avoid both the brand and the influencer.鈥�

Dr Kuanr and his team carried out an experimental investigation, looking at the responses of 750 young people across the UK and the US.

They found Gen Z is aware of influencer marketing strategies adopted by brands, but expect companies and influencers to behave responsibly.

The paper highlights the partnership between Volvo and Chriselle Lim, a known influencer in the field of beauty, fashion and lifestyle, as an example of influencer marketing gone wrong.

Lim partnered with Volvo to create a professional video highlighting that the brand is environmentally responsible and safety conscious, which was significantly different from her usual content.

The post received negative reactions from her followers 鈥� the majority of whom were Gen Z 鈥� who questioned the credibility of both the influencer and the brand.

鈥淭he findings of our research point to the fact that Gen Zers want influencers to provide genuine information rather than to succumb to the controlling power of brands,鈥� said Dr Kuanr. 鈥淭hey expect brands to be truthful and not to engage in any acts of moral transgression.

鈥淕en Z consumers negatively react to such morally transgressive acts by showing their disapproval of both the brands and the influencers through avoidance, and their anger is deeper towards the brands.鈥�

The researchers also identified that Gen Zers respond differently to macro influencers and micro influencers 鈥� so those with a large number of followers compared to those with a much smaller number.

They found that Gen Z consumers will penalise influencers with more followers as they believe they should act more responsibly.

The researchers conclude that companies should focus more on the level of engagement influencers have with their audiences, rather than just looking at the number of followers.

The , which offers key insights into how to prevent acts of consumer punishment towards influencers and brands, was recently published in the .