Playful communicative strategies of Korean Instagram influencers: Enhancing Gen-Z followers’ socialisation
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Abstract
This study explores the playful communicative strategies employed by Korean Instagram influencers to engage Gen-Z followers, with a focus on how such strategies foster digital socialisation. Using a mixed-methods approach, combining questionnaires and semi-structured interviews, the research investigates the linguistic and visual techniques that resonate with young Korean audiences. The findings reveal that influencers who incorporate humour, playful language, trending memes, and interactive storytelling are more effective in capturing attention and encouraging follower participation. These elements not only make the content more relatable and memorable but also strengthen emotional connections between influencers and their young audiences. Moreover, influencers who adopt personalised communication styles enhance relatability, fostering a sense of community and shared identity among Gen-Z users. The study highlights how creativity, authenticity, and interactivity amplify influencers’ social influence and their capacity to shape online trends. These insights have significant implications for content creators and digital marketers aiming to build sustainable engagement with Gen-Z audiences in Korea’s fast-evolving social media landscape.
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