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Scientific paper - Original scientific paper
The Myth of Influencers: Does Generation Z really Trust Them?
Interdisciplinary Description of Complex Systems : INDECS, 22 (2024), 4; 378-400. https://doi.org/10.7906/indecs.22.4.2
Iva Jurišić, Ruža; Dabo, Krešimir; Kolić Stanić, Matilda

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Iva Jurišić, R., Dabo, K. & Kolić Stanić, M. (2024). The Myth of Influencers: Does Generation Z really Trust Them?. Interdisciplinary Description of Complex Systems : INDECS, 22. (4), 378-400. doi: 10.7906/indecs.22.4.2

Iva Jurišić, Ruža, et al. "The Myth of Influencers: Does Generation Z really Trust Them?." Interdisciplinary Description of Complex Systems : INDECS, vol. 22, no. 4, 2024, pp. 378-400. https://doi.org/10.7906/indecs.22.4.2

Iva Jurišić, Ruža, Krešimir Dabo and Matilda Kolić Stanić. "The Myth of Influencers: Does Generation Z really Trust Them?." Interdisciplinary Description of Complex Systems : INDECS 22, no. 4 (2024): 378-400. https://doi.org/10.7906/indecs.22.4.2

Iva Jurišić, R., Dabo, K. and Kolić Stanić, M. (2024) 'The Myth of Influencers: Does Generation Z really Trust Them?', Interdisciplinary Description of Complex Systems : INDECS, 22(4), pp. 378-400. doi: 10.7906/indecs.22.4.2

Iva Jurišić R, Dabo K, Kolić Stanić M. The Myth of Influencers: Does Generation Z really Trust Them?. Interdisciplinary Description of Complex Systems : INDECS [Internet]. 2024 August 31 [cited 2025 February 05];22(4):378-400. doi: 10.7906/indecs.22.4.2

R. Iva Jurišić, K. Dabo and M. Kolić Stanić, "The Myth of Influencers: Does Generation Z really Trust Them?", Interdisciplinary Description of Complex Systems : INDECS, vol. 22, no. 4, pp. 378-400, August 2024. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:303:065145. [Accessed: 05 February 2025]

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Metadata
Title (english)The Myth of Influencers: Does Generation Z really Trust Them?
AuthorRuža Iva Jurišić
AuthorKrešimir Dabo https://orcid.org/0000-0001-9260-7384
AuthorMatilda Kolić Stanić
Author's institutionInstitute for Migration and Ethnic Studies
Author's institutionUniversity of Slavonski Brod
(Department of Social Sciences and Humanities)
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract (english)
For many, modern communication is unimaginable without social media, which created the foundations for the emergence and development of new opinion leaders. These so-called influencers seek to create connected and stable communities of followers by publishing content on their official profiles. The main goal of this article, based on the results of qualitative content analysis and quantitative survey research, is to conclude how Generation Z perceives influencers and their communication on social media and what the connection is between the attitudes of influencers and the selected public. To attain this goal, a qualitative analysis of the Instagram profiles of the three most popular influencers in Croatia was carried out to gain a deeper insight into the observed topic. Furthermore, an empirical study was conducted to investigate the perception of members of Generation Z about Instagram influencers. The research showed that respondents do not believe in the veracity of the content published by influencers on social media and do not share similar values with them. In conclusion, the results showed that Instagram influencers, with the content on their official profiles, do not contribute to shaping the attitudes and behaviour of members of Generation Z.
Keywords (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Journal titleInterdisciplinary Description of Complex Systems : INDECS
Numberingvol. 22, no. 4, pp. 378-400
p-ISSN1334-4684
e-ISSN1334-4676
DOIhttps://doi.org/10.7906/indecs.22.4.2
URN:NBNurn:nbn:hr:303:065145
Publication2024-08-31
Document URLhttps://hrcak.srce.hr/320361
Type of resourceText
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-01-15 18:34:05