The Effects of Social Media and Influencers on Generation Z

Abstract

Social media plays a central role in Generation Z’s daily lives, shaping communication, social interactions, and digital behaviors. This study aimed to examine social media usage patterns, the influence of online content creators, and smartphone attachment among young adults aged 18–29. A quantitative online survey was conducted with 150 participants using a questionnaire that included closed-ended items, a four-point Likert scale, short-answer questions, and one open-ended prompt regarding social media’s benefits and drawbacks. The majority of respondents reported daily use of Instagram and TikTok (88%), followed by Snapchat (78.7%) and Facebook (72.7%). Influencers were most frequently followed on Instagram (59.3%) and YouTube (34%), primarily for interest and entertainment purposes. Daily social media use ranged from 1 to over 6 hours. Attitudes toward influencer advertising were mixed, with over half of participants expressing neutral or critical views. Social media was primarily used for communication, maintaining relationships, and information-seeking. Signs of strong smartphone attachment, digital addiction, and fear of missing out (FoMO) were also observed. These findings underscore the multifunctional role of social media in Generation Z’s lives and highlight the need for conscious digital engagement, mental health promotion, and preventive programs addressing influencer marketing and digital addiction.