Eleanor Clarke

"Is Authenticity Important To Generation Z On Social Media?'

Authenticity is potentially becoming one of the major influencers impacting Generation Zs attitude towards brands on social media. This dissertation investigates how popular marketing techniques, linked to authenticity is likely impacting the consumer and society. Exploring the phycology behind Generation Z’s behaviour on social media and attitudes towards unrealistic imagery, the correlation between the apparent rise in distrust of influencer marketing and trends of organic posts. Followed by the potential growth of recognition towards manipulated imagery and finally, if body positivity is engaging with the consumer.