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EMAC 2024 Annual


Viral Virtues: Discussing Merit and Gender Influence in the Generation Z's Social Media Saga
(A2024-119455)

Published: May 28, 2024

AUTHORS

Fabio Sandes, ESDES Business School; Paula Lopes, Universidade Lusófona; Rui Estrela, Universidade Lusófona de Humanidades e Tecnologias (CICANT)

ABSTRACT

This study explores the intricate dynamics of engagement in social media, focusing on Generation Z, the predominant user group in contemporary platforms. As digital influencers play a central role in shaping audience interaction, this research investigates the impact of meritocracy and gender perspectives on social media engagement among Generation Z consumers. Despite the progressive attitudes of this cohort, results from two experimental studies indicate that akin to other generations, Generation Z consumers respond more positively to merit-based content than non-merit content. Furthermore, compared to broader demographics, Generation Z prefers gender non-performative content over performative content. Notably, nuanced findings reveal that isolated male Generation Z consumers tend to prefer gender-performative content when the influencer is female, suggesting residual structural machismo. This study underscores the significance of understanding Generation Z's distinctive preferences for devising effective social media strategies.