Year: 2026 | Month: June | Volume 14 | Issue 1
The Influence of Digital Opinion Leaders on Brand Attitudes: Evidence from Polish Millennials and Gen Z Consumers
Marcin Szczurski and Shanavas Moosafintavida*
DOI:10.30954/2322-0465.01.2026.8
Abstract:
Digital opinion leaders have emerged as powerful actors within contemporary consumer ecosystems, shaping attitudes, preferences, and purchasing behaviors through social media interactions. While traditional advertising relies on institutional credibility, digital opinion leaders influence audiences through perceived authenticity, interpersonal trust, and psychological identification. This article examines how digital opinion leaders affect brand attitudes among Polish Millennials and Generation Z consumers through the lens of consumer psychology. By integrating theories of social identity, trust formation, parasocial interaction, and cognitive processing, the paper explores the psychological pathways through which influencer-generated content impacts consumer evaluations of brands. Particular attention is given to generational differences in information processing, emotional engagement, and digital trust. The analysis reveals that Gen Z consumers are more likely to develop emotionally driven brand perceptions through parasocial attachment, whereas Millennials demonstrate stronger reliance on expertise, informational quality, and perceived credibility. The findings contribute to understanding how digital influence mechanisms operate within emerging European consumer markets and provide implications for ethical digital marketing practices.
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