Intergenerational Communication in the Influencer Economy How Beauty Influencers Connect Across Generations on TikTok and Instagram
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | communication generational influencer intergenerational Social media |
| Online Access: | http://dolgozattar.uni-bge.hu/58045 |
| Kivonat: | This research examines how beauty influencers can connect with Gen Z and Millennial audiences through platform-specific communication approaches on TikTok and Instagram. Using qualitative content analysis, it analyzes 60 posts from Michelle Phan, James Charles, and Huda Kattan to explore the roles of tone, visual form, and platform affordances in the proper tone of voice to provide a connection that is aligned with generational experiences and digital habits.This study was guided by communication theories, including Uses and Gratifications, Parasocial Interaction, and Media Richness. These research findings illustrate the importance of authenticity, emotional tone, and visual appropriation for generating cross-generational harmonization. The research has implications for beauty influencers, marketers, and digital strategists to engage an audience in a generally fragmented and competitive social media world. |
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