doi.org/10.52340/eab.2024.16.02.08

This study examines generational differences in influencer marketing preferences, particularly focusing on how Generations Y (Millennials) and Z evaluate information sources and types offered by influencers. Additionally, it assesses the target groups' ratings and perceptions of Georgian influencers.
Influencer marketing has become a prominent tool in the digital marketing landscape, leveraging the reach of social media personalities to connect brands with consumers. This approach offers brands a unique opportunity to target specific audiences and promote products through trusted influencers. However, the effectiveness of influencer marketing strategies can vary significantly across generational groups, particularly between Millennials (Generation Y) and Generation Z. This study investigates these generational differences in influencer marketing preferences.
The purpose of the research was to investigate the preferences of Millennials (Generations Y) and Generation Z regarding influencer-generated content. Based on the research objective, the following research questions guided the study:
• Do generational differences exist in how Millennials (Generation Y) and Generation Z perceive and engage with influencer marketing?
• To what extent does influencer marketing influence the consumer behavior and brand perceptions of Generations Y and Z?
• Who are the most highly rated and viewed influencers among the target audiences (Generations Y and Z)?
This study hypothesized that Millennials (Generation Y) and Generation Z exhibit distinct preferences in relation to influencer marketing, and these differences are statistically significant. To achieve the research objectives, a two-stage research methodology was employed. The first stage involved a comprehensive desk research analysis of existing academic literature, thematic papers, and industry reports on influencer marketing approaches and strategies. This initial phase provided a strong foundation for understanding current trends and best practices in the field. The second stage utilized a quantitative research design, specifically a survey, to gather data from the target populations. Sample size - 385 respondents, Confidence level - 95%, Error - 5%. Type of sampling - probability sampling, stratified sampling method.
The study revealed that Generation Z exhibits significantly greater interest and engagement with influencers compared to Millennials (Generation Y). Furthermore, a substantial proportion of Gen Z respondents reported relying on and trusting influencer recommendations for products/services.
The study revealed that there are statistically significant differences between the preferences and engagement levels of influencer marketing between Generation Z and Millennials (Generation Y) (z=5.813, raw difference 32%). Generation Z shows more interest, acceptance and engagement with influencers, especially on Instagram, in contrast to Generation Y, who mostly uses Facebook for the same purpose (Facebook: z = 4.141, raw difference 28%, Instagram: z=3.473, raw difference 24%). Furthermore, the findings highlight different levels of trust in influencers across the two generational cohorts. Differences in this case are also statistically significant. Generation Z shows a higher level of trust, while generation Y is less dependent on the recommendations of influencers about product (z=3.578, raw difference 15%), This finding underscores the critical role of authenticity and transparency for influencers, particularly when targeting Gen Z audiences.
Social media emerged as the primary source of current events for both Generation Z (82%) and Generation Y (78%). Furthermore, a significant portion of respondents from both generations utilize social media platforms for communication with friends and news consumption, with Facebook being nearly equally popular for news across both groups. Interestingly, the study also revealed that content focused on cognitive topics, beauty/self-care, and travel garnered the most interest among a specific sub-section of the surveyed population. Research has shown that in terms of content offered to subscribers, cognitive content, beauty/self care, and travel topics are most in demand among a select group.
In conclusion, this study revealed significant generational differences in influencer marketing preferences between Millennials (Generation Y) and Generation Z. Notably, Gen Z demonstrates a higher level of engagement with influencers, particularly on Instagram, and places greater trust in their recommendations compared to Gen Y. Social media remains the dominant source of information and communication for both generations. These findings highlight the importance of developing targeted influencer marketing strategies that cater to the unique preferences and content consumption habits of Millennials (Generation Y) and Generation Z. By leveraging the power of social media platforms and prioritizing authenticity and transparency in influencer partnerships, companies can effectively reach these valuable consumer segments.

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Keywords: Influencer marketing, Generation Y, Generation Z, consumer preferences, marketing strategies.
JEL Codes: D91, M30, M31,