INFLUENCER MARKETING VS. TRADITIONAL MARKETING: WHAT WORKS FOR GEN Z

This paper examines the effectiveness of influencer marketing compared to traditional marketing in engaging Generation Z, a cohort defined by digital nativity, high social media usage, and strong sensitivity to authenticity.Using a secondary research approach, the study synthesizes existing literature, industry reports, and empirical findings published between 2010 and 2024 to compare the two marketing strategies across key dimensions including trust, cost efficiency, engagement, brand perception, and purchase intention. The analysis highlights that while traditional marketing remains effective for mass awareness and institutional credibility, it struggles to resonate with Gen Z due to its one way communication and limited personalization. In contrast, influencer marketing demonstrates higher engagement and persuasive impact,particularly through micro- and nano-influencers who foster perceived authenticity and parasocial relationships. However, challenges such as influencer fatigue, transparency issues, and over-commercialization are also identified. The paper concludes that hybrid and omnichannel strategies integrating both approaches offer the most sustainable path for brands targeting Gen Z consumers.