EXAMINING THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON INDONESIA'S GENERATION Z IN DRIVING DONATION INTENTION

Abstract

Social media influencers are increasingly serving as role models for Generation Z. They have the social power and influence to shape other people's perspectives and ideas. Given the phenomena where social media influencers tend to do flexing on social media, this study seeks to evaluate the impact of social media influencers on donation intention among Indonesia's Generation Z. This exploratory research will use questionnaire as its data collection method to achieve its objective. This study tests the research model using the structural equation modeling technique and SmartPLS 3.0 software, which is based on data received from 222 respondents. The findings suggest that social influence impacts donation intention and serves as a mediating element between social media influencers and donations. Finally, this study suggests how social media influencers can maximize their social influence and discover successful strategies to increase Generation Z's desire to donate among the other generations. This study correlated with helping the future research and Generation Z betterment in charitable action