Media and Celebrity Culture: The Influencer Phenomenon on Social Media

The influencer phenomenon on social media has become a major issue in modern digital culture. Through platforms such as Instagram, YouTube, and TikTok, influencers influence consumer opinions, behaviors, and trends with their content. The purpose of this research on the influencer phenomenon on social media to find out some general objectives including understanding the impact of influencers on consumer behavior, analyzing effective marketing strategies through influencers, and exploring the changing trends in the relationship dynamics between influencers, brands, and their followers and their impact among Gen Z (Zoomer). This research utilizes a descriptive qualitative method as the main approach. This approach allowed the researcher to deeply explore the impact of social media on college students' consumptive behavior by analyzing and synthesizing findings from relevant and recent studies in the scientific literature. This research also proves that Generation Z still considers trust factors, brand image factors, and influencer factors in their purchasing decisions despite endorsements by influencers. For that reason, it can be seen that being an influencer is a promising profession while keeping up with the times. And as technology develops, anyone with a computer, cell phone, camera or any other device can become an influencer. Therefore, it can be concluded that these influencers can change consumers' opinions and behaviors to the way they interact with the world around them and also the influence of influencers raises criticism and challenges, especially related to issues of transparency, authenticity, and psychological impact. As such, it is important to keep a close eye on the development of the influencer phenomenon and consider its social, psychological and ethical implications.