Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Inspiring in a Realistic Way: Role of Authenticity in Gen Z’s Perceptions of Green Influencers on TikTok

Liskova, Adela LU (2024) SKOM12 20241
Department of Strategic Communication
Abstract
In an era where social media shapes public opinion and lifestyle choices, and issues such as global climate change are at the forefront of the public’s minds, green influencers emerged as promoters of sustainability and educators on environmental topics, especially among Gen Z. Despite the growing popularity and influence of green influencers, there is a lack of knowledge related to how Gen Z perceive them and their authenticity, a crucial characteristic of social media influencers for this generation. This study employs a qualitative approach, conducting in-depth interviews with Gen Z TikTok users to explore their perceptions of green influencers’ authenticity, supported by the Scale of Perceived Authenticity of Social Media Influencers... (More)
In an era where social media shapes public opinion and lifestyle choices, and issues such as global climate change are at the forefront of the public’s minds, green influencers emerged as promoters of sustainability and educators on environmental topics, especially among Gen Z. Despite the growing popularity and influence of green influencers, there is a lack of knowledge related to how Gen Z perceive them and their authenticity, a crucial characteristic of social media influencers for this generation. This study employs a qualitative approach, conducting in-depth interviews with Gen Z TikTok users to explore their perceptions of green influencers’ authenticity, supported by the Scale of Perceived Authenticity of Social Media Influencers developed by Lee and Eastin (2021). Drawing on the PASMI scale, this study proposes a new, seven-factor model of perceived green influencer authenticity consisting of sincerity, visibility, originality, expertise, credibility, truthful endorsements, and consistency. These findings contribute to the strategic communication field by providing a detailed understanding of how green influencer authenticity is evaluated and perceived on TikTok, offering practical guidance for green influencers aiming to engage Gen Z audiences. (Less)
Please use this url to cite or link to this publication:
author
Liskova, Adela LU
supervisor
organization
course
SKOM12 20241
year
type
H2 - Master's Degree (Two Years)
subject
keywords
green influencers, authenticity, Gen Z, TikTok, perceived authenticity, social media influencers, social media
language
English
id
9173150
date added to LUP
2024-09-05 14:00:15
date last changed
2024-09-05 14:00:15
@misc{9173150,
  abstract     = {{In an era where social media shapes public opinion and lifestyle choices, and issues such as global climate change are at the forefront of the public’s minds, green influencers emerged as promoters of sustainability and educators on environmental topics, especially among Gen Z. Despite the growing popularity and influence of green influencers, there is a lack of knowledge related to how Gen Z perceive them and their authenticity, a crucial characteristic of social media influencers for this generation. This study employs a qualitative approach, conducting in-depth interviews with Gen Z TikTok users to explore their perceptions of green influencers’ authenticity, supported by the Scale of Perceived Authenticity of Social Media Influencers developed by Lee and Eastin (2021). Drawing on the PASMI scale, this study proposes a new, seven-factor model of perceived green influencer authenticity consisting of sincerity, visibility, originality, expertise, credibility, truthful endorsements, and consistency. These findings contribute to the strategic communication field by providing a detailed understanding of how green influencer authenticity is evaluated and perceived on TikTok, offering practical guidance for green influencers aiming to engage Gen Z audiences.}},
  author       = {{Liskova, Adela}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Inspiring in a Realistic Way: Role of Authenticity in Gen Z’s Perceptions of Green Influencers on TikTok}},
  year         = {{2024}},
}