THE IMPACT OF INFLUENCER MARKETING: EXPLORING ITS ADVERSE IMPACT ON YOUNGER GENERATIONS

Influencer marketing has emerged as a dominant force in digital advertising, particularly among younger generations. However, challenges such as trust issues, authenticity concerns, and ethical considerations raise questions about its long-term effectiveness. While previous studies have examined influencer marketing’s impact, there remains a lack of comprehensive analysis on generational differences and platform-specific effectiveness. This study aims to bridge this gap by conducting a systematic literature review on the influence of social media influencers on millennials and Generation Z.Using a structured review methodology, this study synthesizes findings from recent literature on influencer marketing, focusing on key factors such as authenticity, credibility, and engagement. The results indicate that authenticity is a crucial determinant of consumer trust, with Generation Z being particularly responsive to influencers who share personal experiences and maintain transparency. Meanwhile, milennials prioritize credibility, favoring influencers with industry expertise. Engagement metrics, such as likes, shares, and interactive content, also play a vital role in shaping consumer behavior, with Generation Z showing a stronger preference for participatory marketing strategies. Despite these benefits, ethical concerns regarding undisclosed sponsorships and misleading promotions continue to challenge consumer trust.The findings have both theoretical and practical implications. Theoretically, this study enhances the understanding of psychological and behavioral factors influencing digital consumers, highlighting generational differences in response to influencer marketing. Practically, brands should prioritize influencer partnerships based on authenticity, credibility, and engagement rather than follower count. Additionally, transparent advertising practices are essential to maintaining consumer trust. However, this study is limited by its reliance on existing literature and its focus on younger generations. Future research should explore the impact of AI-driven influencers, ethical concerns in influencer marketing, and platform-specific effectiveness. Addressing these areas will provide deeper insights into the evolving role of influencers in shaping consumer behavior.