The role of social media influencers in generation Z´s perception of culture

Given the escalating usage of social media among Generation Z, it becomes crucial to discern the dual nature of its impact—both the advantages it offers in daily life and the potential drawbacks leading to undesired consequences. Notably, social media platforms have contributed to widening the disconnect between young individuals and cultural enrichment, as their features and addictive qualities tend to divert attention away from more informative content. However, a noteworthy counter-trend has emerged where certain social media influencers are utilizing these platforms to disseminate positive messages about culture through specially crafted content. Their goal is to influence young followers positively, steering them toward healthier behaviors. In the face of challenges posed by technological advancements in the cultural industries, these influencers advocating for culture find themselves better positioned to engage with a vital demographic—Generation Z. Consequently, this study delves into the ways influencers can impact the cultural interests of Generation Z by creating and sharing content centered around cultural themes. This research employed a quantitative approach, utilizing an online questionnaire to collect data. A total of 224 responses were gathered, and after screening, 182 were deemed valid. The study utilized SmartPLS to estimate a Partial Least Square Structural Equation Model (PLS-SEM) to assess the relationships between the variables and test the formulated hypotheses. The results of the analysis reveal that para-social relationships are relevant to explain users’ intention to follow an influencer and consequentially that is significantly relevant to explain users’ interest in culture and attitude to WOM. This research holds significance at both the business and academic levels as it enhances understanding of the connections among social media, influencers, Generation Z, and culture. Additionally, it contributes valuable insights to the cultural industries, aiding them in adapting to modern technology and refining their business practices.