Dwayne Johnson commands about $1.7 million per sponsored Instagram post due to his vast following. However, a recent study highlights that to effectively reach Generation Z, businesses should consider partnering with micro-influencers instead of celebrities. Authored by Jay Sinha, a professor at Temple University, the research emphasizes that Gen Z's unique characteristics as consumers require brands to adapt their marketing strategies. With their significant spending power and unique engagement with micro-influencers, companies have a crucial opportunity to connect with this demographic better.
"I investigated the characteristics that make Generation Z a different type of consumer. They are a new consumer in the U.S. market and are very different from past generations."
"The traditional ways to appeal to consumers, they are not as effective with this audience, which is why it's imperative that companies adapt."
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