THE NEW FACE OF SUCCESS: THE IMPACT OF INFLUENCER MARKETING ON THE PERCEPTION OF ACHIEVEMENT AND WELL-BEING OF GEN Z. WHERE DO WE DRAW THE LINE?

Abstract

The present investigation explores the impact of influencer marketing on Generation Z¿s perception of success. In an era where communication tactics are reshaping traditional standards of success, influencers act as modern role models by sharing aspirational narratives that frequently reflect unattainable ideals.

This redefined notion may negatively affect individual satisfaction and emotional well-being, progressively undermining the overall quality of life among members of Generation Z, as the primary assumption suggests. Simultaneously, this phenomenon reveals some strategic weaknesses in marketing campaigns. While engagement may rise, the actual product or service promoted often becomes secondary, leading to a disconnection that may reduce conversion rates.

Through a critical analysis of digital marketing mechanisms, the attention economy dynamics, and the symbolic impact of influencer content, this study seeks to understand how success is being reconstructed and to assess the implications of this transformation for both Generation Z and business performance.