Year: 2026 | Month: June | Volume 14 | Issue 1
Between Admiration and Skepticism: A Generational Comparison of Psychological Responses to Influencer Content on Social Media
Marcin Szczurski and Shanavas Moosafintavida*
DOI:10.30954/2322-0465.01.2026.11
Abstract:
The rise of social media influencers has transformed digital communication, marketing, and consumer behavior. Influencers occupy a unique position between celebrities and peers, enabling them to shape opinions, purchasing decisions, lifestyle preferences, and social attitudes across diverse audiences. However, psychological responses to influencer content vary significantly among generations due to differences in media literacy, technological exposure, social values, and trust mechanisms. While younger generations often demonstrate higher levels of engagement and identification with influencers, older generations tend to exhibit greater skepticism and critical evaluation of sponsored content. This study examines the psychological dynamics underlying generational differences in responses to influencer content on social media platforms. Through an analysis of existing literature and theoretical perspectives, the paper explores admiration, trust, parasocial interaction, social comparison, skepticism, and consumer resistance across Generation Z, Millennials, Generation X, and Baby Boomers. The findings suggest that generational characteristics play a critical role in shaping perceptions of authenticity, credibility, and persuasive influence. The study contributes to understanding how social media marketing strategies can be adapted to diverse demographic groups while highlighting the psychological implications of influencer culture in contemporary digital society.
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