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

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

Kanchan Chandar Tolani (Shri Ramdeobaba College of Enginneering and Management, India) and Ruchi Sao (Shri Ramdeobaba College of Engineering and Management, India)
Copyright: © 2020 |Pages: 19
DOI: 10.4018/978-1-7998-2728-3.ch007

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.
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Background

Micro-celebrities are social media produced celebrities (Khamis et al., 2017). Micro-celebrity involves direct dialogue with the fans using social media, thus it is considered as a more authentic and reliable type of the traditional celebrity (Senft, 2008). Various other names used for micro-celebrities are “Internet celebrity”, “YouTube celebrities”, “YouTube stars”, “Web stars”, “Internet famous” (Gamson, 2011; Burgess & Green, 2009; Senft, 2008; Tanz, 2008; Jerslev, 2016).

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