Empathy and consistency: the keys for influencers to influence the purchasing decisions of Generation Z
DOI:
https://doi.org/10.51247/st.v9i3.904Keywords:
Social media, opinion leader, digital audience, digital influence, digital communication.Abstract
This study analyzes the association between the empathy and consistency components of influencers with a presence on digital media and the purchase decisions of individuals belonging to Generation Z. A quantitative methodology was employed, and a questionnaire was administered to 625 Generation Z individuals aged 18 to 29 years. Structural equation modeling was used for the multivariate analysis, enabling the estimation of regression coefficients, correlations among variables, and the assessment of the relationships between the components involved. The findings indicate that influencer empathy and consistency are positively correlated and, together, have a significant effect on the purchase decisions of Generation Z consumers. These individuals actively follow content, messages, product and service recommendations, as well as opinions on trending topics shared by influencers through the digital platforms on which they maintain a presence. The results highlight the importance of influencers' commitment and responsibility toward this generational group. By providing valuable and useful content, influencers can strengthen trust and credibility among their audiences, furthermore, commercial brands and organizations have identified influencers as strategic partners and influential figures capable of reaching target audiences effectively, enhancing communication processes and facilitating the attraction of new digital users who may become part of their target market.
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