Sie befinden Sich nicht im Netzwerk der Universität Paderborn. Der Zugriff auf elektronische Ressourcen ist gegebenenfalls nur via VPN oder Shibboleth (DFN-AAI) möglich. mehr Informationen...
Relationship Between Influencers and Generation Z: Following and Interest Levels in The Pandemic Process
Ist Teil von
Global media journal (İstanbul), 2022-10, Vol.13 (25), p.1
Ort / Verlag
Istanbul: Yeditepe University, Public Relations and Publicity Department
Erscheinungsjahr
2022
Link zum Volltext
Quelle
EZB Free E-Journals
Beschreibungen/Notizen
Influencers stand out especially in communication activities where the brands and institutions try to reach the targeted audience. This study aims to evaluate the Z generation and influencer communication during the pandemic. The research was held on the influencer following practices of influencer following Z generation sample living in Northern Cyprus. Semistructured questions were used through online interviews between 1 and 30 April. The findings concluded that the Z generation is most actively involved in Instagram, mostly follow influencers on Instagram, spends 1 to 5 hours on social media platforms and the expression "to spend free time" were encountered as a reason for following influencers. Influencer following reasons have not changed during the Covid-19 pandemic and the interest towards influencers has been at the same rate compared to pre-pandemic period. The participants have also observed that the posts of the influencers have increased during the pandemic.