Abstract
Influencer marketing has become a key strategy for brands, particularly through micro-influencers on platforms like TikTok, which effectively engage Generation Z consumers. This demographic prioritises authenticity and is more likely to support brands they relate to, making micro-influencers seen as credible and relatable, attractive brand influencer partners for legacy brands. Despite their established reputations and being synonymous with South African culture for many generations, these beloved legacy brands face challenges connecting with younger consumers. Nowadays, old, familiar favourites are competing with trendy, smaller brands that are more adept at influencer marketing. Current research is lacking in understanding how Generation Z perceives micro-influencer promotions of legacy brands, highlighting the need for further exploration in this area. The study aims to investigate these perceptions to help legacy brands leverage micro-influencers effectively.
The study utilised purposive sampling to select nine Gen Z participants, aged 21 to 26, for semi-structured interviews to explore their perceptions about the authenticity of micro-influencers promoting legacy brands on TikTok. Thematic analysis of data indicated that authenticity, relatability and consistency are key factors shaping Gen Z's views on micro-influencer marketing. Unlike traditional advertising, which can seem distant, findings suggest that micro-influencers foster a more personal connection with their followers, thereby enhancing their effectiveness in campaigns targeting this demographic.