Do Digital Natives Recognize Digital Influence? Generational Differences and Understanding of Social Media Influencers

Abstract

Influencer marketing has upended traditional notions of endorsement, as advertisers partner with social media users with diverse followings but higher levels of engagement to reach key audiences. Twenty-five personal interviews were conducted with adults between the ages of 18 and 51 years to unearth shared experiences with and perceptions of influencer marketing efforts. Three key themes of difference between generational cohorts’ perceptions of social media advertising and influencers (SMIs) were found: (1) digital natives and digital influence of social media advertising overall, (2) challenges associated with defining influencer marketing and understanding its impact, and (3) transparency and trust with influencers. The importance of community and connection in was a theme that emerged among all participants. This study broadens the framework for examining influencers’ utility by providing implications for the advertising industry as well as for multidisciplinary research and practice.

Additional information

Notes on contributors

Courtney Childers

Courtney Childers, Ph.D. Associate Professor and Executive Director of the Adam Brown Social Media Command Center School of Advertising and Public Relations College of Communication and Information University of Tennessee Primary research interests focus on new media, influencer marketing and societal issues in advertising and public relations. Email: [email protected] Phone: [phone]

Brandon Boatwright

Brandon Boatwright, Ph.D. Assistant Professor and Director, Social Media Listening Center Department of Communication College of Behavioral, Social and Health Sciences Clemson University Primary research interests rest at the intersection of social media analytics and strategic communication.