Cultural Engagement in the Digital Age: The Role of Social Media Influencers Among Generation Z
(R2024-122650)

AUTHORS

Justyna Fijałkowska, University of Social Sciences; Joanna Krywalski-Santiago, ISEG; Noemi Danesi, ISEG

ABSTRACT

The widespread use of social media among Generation Z necessitates an examination of its impact, encompassing both advantages and drawbacks. While social media platforms have contributed to a disconnect from cultural enrichment, certain influencers are leveraging them to promote cultural awareness. This study explores how influencers can shape the cultural interests of Generation Z by disseminating culturally themed content. Using a quantitative approach, data was collected from 224 respondents via an online questionnaire. Analysis revealed the significance of para-social relationships in influencing users' intention to follow influencers, impacting their interest in culture and attitudes towards recommendations. This research is significant for understanding the connections between social media, influencers, Generation Z, and culture. It offers insights for cultural industries adapting to modern technology, aiding in effectively engaging with the Generation Z demographic.