Influence of Micro-Celebrities on Generation Z: Perception, Customer Engagement, and Career Option

Abstract

A micro-celebrity is a person who has transformed from an ordinary person to a celebrity. Many organizations use micro-celebrities for advertising their products as they get to reach a larger audience easily. Micro-celebrities not only get popularity but also get to earn revenue; the desire for social media fame is found in many youths (Generation Z) today. The current study throws light on the perception of Generation Z towards micro-celebrities, identifies the influence of micro-celebrities on customer engagement, and explores micro-celebrity as an emerging career option for Generation Z. Major findings reveal that Generation Z follows micro-celebrities to stay updated with trends. Though association with micro-celebrities gives companies better customer reach, the influence of micro-celebrities on the purchase decision is uncertain. Many Generation Z individuals aspire to be micro-celebrities; however, when it comes to a career choice, some prefer to take it as a side hustle.