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This research article compares the effectiveness of influencer marketing and traditional marketing in engaging Generation Z, highlighting that while traditional marketing is effective for mass awareness, it often fails to resonate with this digitally native cohort. Influencer marketing, particularly through micro- and nano-influencers, shows higher engagement and authenticity, although challenges such as influencer fatigue and transparency issues exist. The study concludes that a hybrid approach integrating

Author

rohitkumarfuc6

Language

EN