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The Mediating Role of Instagram Algorithms in Shaping Millennials & Z Generation

Brand Experience through Influencer Content

Sara Tanha

Department of Communication and Media Studies – EMU

COMM 666: Positioning and Viral Marketing

Assist. Prof.Dr. Raziye Nevzat

January 12, 2024

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ABSTRACT

In the contemporary digital era, algorithms significantly influence user experiences on

various platforms. This research investigates Instagram's algorithms' role in molding the brand

experiences of millennials and Z generations through influencer content. As influencer

marketing gains momentum, brands are increasingly partnering with online figures to connect

with their desired audience. However, the visibility and interaction potential of influencer

content depend on the platform's algorithms. Drawing from an interdisciplinary examination

of computer science, marketing, and behavioral studies, through a systematic literature review,

this research delves into how algorithms prioritize, categorize, and present influencer content

to users of different age groups. Specifically, I sought to address two primary research

questions: i. How does algorithm-mediated influencer content variably impact brand

experiences among Millennials, and Gen Z? ii. How do millennials and Z generation cohorts

interact with influencer content, and how are these interactions influenced by algorithms? The

following sources provided 72 articles in total: Emerald, SAGE, ISRITI, Taylor and Francis,

Elsevier, MDPI, Frontier, Wiley, Springer, HRMARS, SNSPA, Cogitatio, Sciendo,

ResearchGate, Science (AAAS). Only 48 of the articles were chosen and used after being

screened. Initial results show that the online habits of generations dictate how algorithms

customize content. For example, Gen Z, recognized for their brief attention spans and

authenticity needs, often sees short, genuine influencer posts. Meanwhile, Millennials,

appreciating comprehensive stories, get longer narrative content. Algorithms also evolve based

on shifting generational preferences, reinforcing specific brand images. They adjust as users

interact, forming a feedback loop and refining the overall brand experience. This research

emphasizes the critical link between algorithms and influencer content. To maximize

influencer marketing, brands must grasp and adapt to algorithmic influences. Aligning
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influencer content with algorithmic tendencies ensures impactful communication across all

generational groups.

Keywords:

Instagram, Influencer marketing, Influencer content, social media, Brand Experience,

Generation Z, Generation Y, millennials, Algorithms

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INTRODUCTION

In today's digital era, influencer marketing is crucial for brand promotion, with

influencers on social media platforms sought after for their significant reach. The widespread

use of social media as a competitive marketing tool has reshaped how companies approach

marketing, fostering collaborations between brands and influencers to establish meaningful

connections with consumers. Hassan et al. (2015) highlights that substituting traditional

communication tools with social media allows for faster, direct, affordable, and successful

customer engagement. This shift towards social media adoption in marketing enhances overall

marketing communications within the broader context of strategy development (Hassan et al.,

2015). According to Number of Worldwide Social Network Users 2027 report by Statista

(2023), the global population of social media users stands at 4.89 billion. Notably, Instagram

emerges as one of the swiftly advancing online social media platforms, boasting a user base

exceeding 2 billion individuals, securing its position as the third-largest platform, following

Facebook and YouTube (Biggest Social Media Platforms 2023 | Statista, 2023). Notably,

Instagram shares a comparable status with WhatsApp in terms of user magnitude. Moreover,

Instagram assumes a crucial role as a marketing channel, contributing to 80% of marketing

initiatives (Social Media Platforms Used by Marketers 2023 | Statista, 2023). Additionally,

Instagram’s influence is particularly pronounced among users aged 34 years or younger on a

global scale (Instagram: Age Distribution of Global Audiences 2023 | Statista, 2023).

Accordingly, the demographic breakdown reveals that 30.8% of users belong to the 18 to 24

age group, 30.3% fall within the 25 to 34 age range, 8% are aged 13 to 17, and 15.7% are

situated in the 35 to 44 age brackets. These statistics underscore the platform's prevalence and

effectiveness as a marketing tool, especially when targeting younger demographics. Adding

depth to this exploration is the revelation that in early 2016, Instagram introduced algorithmic

ranking to users' feeds, shaping the visibility of content based on what the platform deems most
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relevant (Instagram, 2016). While the details of Instagram's algorithmic architecture remain

undisclosed, algorithms, in general, play a crucial role in structuring online experiences (Beer,

2009; Bucher, 2012; Cheney-Lippold, 2011; Gillespie, 2014), influencing “what gains

visibility on social media” (Cotter, 2018). As disciplinary tools, algorithms shape participatory

norms by determining the circumstances in which users and content become visible (Bucher,

2012). Amidst this scenario, our study delves into the concept of generational Brand

Experience, focusing on Generation Z and Y (millennials), exploring their unique interactions

with brands through Instagram's Influencer content through a systematic literature review. The

increasing prevalence of influencer marketing necessitates a nuanced understanding of how

Instagram's algorithms, as digital gatekeepers, mediate the relationship between influencers

and generational brand experiences. This paper aims to address a gap that has been identified

in prior studies in addition to contribute insights that aid influencers and brands in crafting

tailored and successful marketing strategies, aligning with the distinctive preferences of the Y

and Z generations, while navigating the intricacies of Instagram's algorithms.

In this regard, the following research questions are addressed in this study:

RQ1. How does algorithm-mediated influencer content variably impact brand experiences

among Millennials, and Gen Z?

RQ2. How do millennials and Z generation cohorts interact with influencer content, and how

are these interactions influenced by algorithms?

Henceforth, our principal objective is to scrutinize the vital nexus between algorithms

and influencer-generated content in the context of brand experience, with a specific emphasis

on Millennials (Generation Y) and Generation Z. By synthesizing current knowledge, we aim

to contribute to the evolving discourse on digital marketing strategies, shedding light on the

transformative role algorithms play in shaping the way brands resonate with the generational

cohorts in the digital age.

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LITERATURE REVIEW

The Significance of Influencer Content in Marketing

Belanche et al. (2021b) defined influencer marketing as "marketing communications in

which influencers promote a brand’s offerings on their own social media pages." This strategy

has emerged as a powerful force in recent years, reshaping the marketing landscape and

garnering significant attention from academics. It has surpassed all previous growth rates to

become a major force in brand promotion over the last ten years. Wolhuter (2023) draws

attention to how customers perceive products that have been endorsed by influential people to

be popular and desirable. To be more specific, social identity links are developed in the context

of influencer marketing, which fosters credibility and trust (Feng & Xie, 2023). Customers

form a bond with influencers and see their recommendations as trustworthy advice that has a

considerable influence on their purchasing decisions. The research conducted by Belanche et

al. (2021) and Joshi et al. (2023) highlights that influencers naturally establish deep

connections with their audiences, thanks to their social appeal and consumer knowledge. This

authenticity plays a pivotal role in the effectiveness of influencer marketing, particularly in

reaching younger audiences who highly value relatability and authentic connections. It is

critical to understand what makes influencer content appealing. Belanche et al. (2021) explored

the idea of “congruence”—the alignment of consumers, products, and influencers—

highlighting the importance of this alignment for effective marketing strategies. Subsequently,

according to Joshi et al. (2023), individuals from Generation Z and Generation Y are drawn to

influencers who genuinely reflect their values, interests, perceptions, preferences, and

lifestyles. Attributes like relatable storytelling, authentic engagements, and cultural

significance play a substantial role in making influencer content strongly resonate with these

younger demographics. Furthermore, studies such as "The Impact of Influencer Marketing on

the Decision-Making Process of Generation Z" conducted by Nadanyiova (2023), draw

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attention to the significant impact that influencers have on the process of decision making of

Gen Z. This points to a paradigm shift in which consumers are steered toward decisions by

influencers who act as catalysts through their content.

The Essence of Brand Experience in Consumer Engagement

The concept of brand experience has garnered significant interest in marketing

practices. Marketing professionals now know that creating effective marketing strategies for

products and services requires a thorough understanding of how consumers interact with

brands. Brakus et al. (2009) described the brand experience as the compilation of sensations,

emotions, cognitions, and behavioral reactions triggered by stimuli linked to a brand,

encompassing aspects like its design, identity, packaging, communications, and surroundings.

It also has four additional dimensions: behavioral, affective, intellectual, and sensory (Brakus

et al., 2009). According to academics, a consumer's internal and behavioral reactions are

influenced by their brand experience, which is shaped by a variety of touchpoints (Brakus et

al., 2009). This dynamic and ever-evolving idea includes interactions that take place both

offline and online (Merdiaty & Aldrin, 2022). Furthermore, according to Brakus et al. (2009),

most experience research conducted to date has not concentrated on brand experiences but on

utilitarian (usefulness) product attributes and category experiences. The deficiency is the lack

of additional studies focused on the intricacies, effects, and dynamics of brand experiences in

consumer engagement. Moreover, according to Brakus et al. (2009) positive brand experiences

play a critical role in fostering consumer engagement, satisfaction and loyalty, as numerous

studies have demonstrated. Na et al. (2023) claimed that emotional relationships are

strengthened by positive brand experiences, which promote brand loyalty. Experts contend that

these interactions improve the standard of the relationships between consumers and brands,

resulting in higher levels of engagement (Merdiaty & Aldrin, 2022). The impact of brand
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experience is further highlighted by the mediating role that trust and love play in the

relationships between them and consumer behavior (Na et al., 2023).

Generational Dynamics: Preferences and Expectations of Gen Z and Y

Understanding consumer motivations and purchase engagement goes beyond age,

necessitating consideration of generational cohorts. Parment (2013) highlights the significance

of diverse values, desires, and purchasing habits in distinguishing among generational groups.

People who are born within a specific period and whose life paths align with one another make

up generational cohorts. Comprehending the inclinations and anticipations of Generations Z

and Y is imperative for brands seeking to establish significant engagements. People in

Generation Z were born between 1995 and the beginning of the 2010s (Priporas et al., 2017).

Generation Z, often considered "digital native" (Smith, 2017), constitutes the initial cohort to

have been raised in an environment saturated with digital communication (Reinikainen et al.,

2020). Gen Z is accustomed to seeing a lot of digital advertising on social media, especially on

sites like Instagram (Chen, 2017; Emmanuel, 2019; Vitelar, 2019). In contrast to previous

generations, Gen Z values creative content and favors image-based communication over text

(Priporas et al., 2017b), being highly materialistic (Flurry & Swimberghe, 2015), seeking

instant results (Passport, 2018), and valuing brand communication on social media, particularly

through micro-celebrities who are perceived as authentic (Wolf, 2020; Vitelar, 2019).

Additionally, any activity that members of Generation Z engage in requires speed. Due to their

increased awareness and knowledge compared to earlier youth generations, Generation Z

consumers do not trust the messages from brands (Kelton, 2019).

Generation Y or Millennials are individuals born between 1980 and 1994 (Betz, 2019).

Gen Y experienced a transformative phase influenced by internationalization and popular

culture during a time of economic growth, the rise of social media and reality TV, and the

decline of modernist values (Parment, 2011). Importantly, they have grown up immersed in
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technology (Palmer, 2009b), and the Internet is shaping their lives of them (Nusair et al., 2013).

According to earlier research, generation Y is characterized by high sociability, tech literacy,

media/tech savviness, frequently shops online (Farris et al., 2002; Nusair et al., 2013; Bilgihan,

2016), additionally, puts little effort into low-involvement decisions but invests significantly

in high-involvement ones (Parment, 2011), also renowned for their innovation, creating major

social media platforms and prioritizing awareness of emerging trends. (Nicolaou, 2022).

According to Khalid et al. (2013), the Millennial generation, characterized by a strong

preference for experiential value, is not easily captivated by traditional mass marketing

approaches, as they prioritize firsthand experiences and judgment. Additionally, as Bilgihan

(2016) claims generation Y also places an outstanding value on a positive online experience.

Amoroso et al. (2021) reveals that the desire for brands that embody their personalities and

demonstrate consistency in both promise and delivery characterizes the brand experience of

Millennials. They frequently use their social networks to share positive and negative brand

experiences (Amoroso et al., 2021), in addition to being the most tech-savvy generation,

millennials demand personalized and engaging experiences from brands. Moreover, they

prioritize “authenticity and real-life examples, embodying characteristics of self-reliance,

independence, and an image-driven approach and values choice, customization, scrutiny,

integrity, collaboration, speed, entertainment, and innovation” (Khalid et al., 2013).

The literature review underscores the pivotal function of positive brand experiences in

cultivating affective bonds, reliance, and affection, all of which subsequently impact customer

behavior. According to Roth‐Cohen et al. (2021), Millennials exhibit a preference for authentic,

relatable, and informative influencer content, and they are more inclined to trust influencers

with smaller followings. Concurrently, studies highlight that Gen Z values influencer content

that aligns with their values and interests, with perceived authenticity being a key factor in their

brand experiences (Roth‐Cohen et al., 2021). Despite commonalities, differences in how

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Millennials and Gen Z engage with influencer content are evident. Gen Z prioritizes visual

content, interactive experiences, and personalized content, while Millennials may be more

influenced by content fostering a sense of community and belonging (Kim et al., 2023).

Millennials, characterized by skepticism, are more likely to research products or brands before

making purchase decisions, emphasizing their preference for content that fosters a sense of

community (Roth‐Cohen et al., 2021). In contrast, Gen Z tends to be more receptive to

influencer content and is more likely to make purchase decisions based on influencer

recommendations (Roth‐Cohen et al., 2021). In essence, this comprehensive exploration

provides a profound understanding of the dynamic interplay of generational preferences,

influencer content, and algorithmic mediation in the contemporary digital marketing landscape.

The findings not only contribute to our understanding of these complex dynamics but also pave

the way for future research, emphasizing the continual need for examination and adaptation to

effectively reach and resonate with diverse generational preferences in the evolving realm of

digital marketing

Unveiling Algorithmic Dynamics: From Influencer Marketing to Personalized Brand

Experiences

At the beginning of 2016, Instagram declared that it would be arranging users' feeds to

display moments deemed most relevant to their interests, stating, "ordered to show the

moments we believe you will care about the most" (Instagram, 2016). Instagram as a popular

social media network depends on complex algorithms that influence how users interact with

the platform. According to Cotter (2018b), Instagram, following the trend of platform owners

revealing only a limited amount of information about their algorithmic architecture, made hints

about implementing algorithmic ranking in its main feed without specifically mentioning

algorithms. According to Scottspencerqx (2023), algorithms are essential for filtering content,

making post recommendations, and providing users with personalized content. Subsequently,
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to increase user satisfaction, content is displayed according to each user's interests and

preferred method of engagement. Specifically, what and who becomes visible on social media

is decided by algorithmic ranking. According to Bucher (2012b), algorithms function as

disciplinary tools that impose norms on social media users by determining how they are

perceived. Users identify the participatory norms that algorithms “reward” with visibility by

looking at the content and users who achieve it (Bucher, 2012b). Understanding these

algorithms' nuances and taking into account signals like likes, shares, comments, and saves

will help brands maximize visibility (MikeWorldWide, 2023). The visibility of influencer posts

is impacted by these algorithms, which also affect how brands interact with their target market

(Influencity, 2023). According to Cotter (2018b), influencers work strategically with

Instagram's algorithms, seeking to understand and abide by the platform's rules to gain

influence. They universally recognize the importance of actively participating in the platform,

emphasizing the significance of high engagement and a large follower count as key elements

in building and demonstrating influence (Cotter, 2018b). Furthermore, Customer engagement

with visual content—especially that of recognized brands—is impacted by Instagram

algorithms (Rahman et al., 2022). Thus, to successfully navigate the platform's influencer

marketing dynamics, which appeal to the tastes of the Z and Y generations, marketers must

fully understand these features. According to Berman and Katona (2016), the structure and

quality of content can be improved using curation algorithms, as mentioned in the context of

social networks. Curation algorithms are essential in Instagram's case because they help show

content that corresponds with user preferences, which in turn shapes the user experience (Hill,

2023). Additionally, these algorithms serve as mechanisms for ranking and selection, giving

users access to better and more relevant content (Feng & Xie, 2023). Moreover, according to

Amoroso et al. (2021), using algorithms can contribute to the development of a brand

experience that is user-friendly, fluid, and community-focused, all of which Millennials may
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find satisfying. According to Amoroso et al. (2021), Millennials' opinions of brand experiences

can be greatly influenced by algorithms, especially in the over-the-top (OTT) industry.

Moreover, this implies that based on a customer's preferences and behavior, algorithms can be

used to personalize their brand experience. However, despite attempts to customize content,

there are valid concerns about biases in algorithmic content distribution, as emphasized by

Berman and Katona (2016). Through the reinforcement of preexisting biases and the restriction

of exposure to alternative viewpoints, algorithmic bias can negatively affect user experience

(Berman & Katona, 2016). It is clear that algorithmic decision-making processes require

constant inspection and modification to reduce biases. Eventually, marketers must adjust their

strategies to the constantly shifting dynamics of the platform due to the dynamic interplay

between these algorithms, influencer content, and customer responses. Conspicuously, there is

a clear knowledge gap regarding the mediating function of algorithms in this dynamic

interplay, even though both generational brand experience and influencer marketing have been

thoroughly studied.

In summary, the literature review has provided valuable insights into the distinctive

preferences and expectations of Generations Z and Y, underscoring the transformative

influence of influencer marketing and the significance of positive brand experiences in shaping

consumer engagement, particularly among Millennials and Generation Z. However, the review

has identified a notable gap in the existing research, pointing to a lack of comprehensive

exploration into the intricate ways these generational cohorts perceive and interact with brands.

The incorporation of algorithms into the influencer marketing landscape introduces a

dynamic and intricate dimension, influencing user interactions on platforms like Instagram and

shaping customer engagement. The review emphasizes the pivotal role of algorithms in

determining how users interact with content, mediating the visibility of influencer content, and

fostering positive brand experiences across all generations (Roth‐Cohen et al., 2021).
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Algorithms act as facilitators for personalized advertising and influencer content, potentially

enhancing brand experiences, contingent on the authenticity and non-promotional nature of the

content aligned with the values of authenticity, personalization, and consistency valued by both

Millennials and Gen Z, as validated by Amoroso et al. (2021). The nuanced dynamics between

generational brand experiences, influencer content, and algorithmic mediation are central to

this investigation, aiming to contribute to a deeper understanding of this complex intersection.

Future studies should address these gaps by exploring how different generations

perceive and engage with brands, considering the impact of algorithms on user experiences.

Scholars are encouraged to investigate the ongoing necessity for examination, adjustment, and

ethical implications of algorithmic biases in content distribution. By bridging these gaps,

marketers stand to gain invaluable insights for developing tailored and successful strategies

that resonate with diverse generational preferences in the ever-evolving digital landscape (Kim

et al., 2023). The trendiness of social media marketing significantly influences Gen Z's

engagement, indicating that algorithm-mediated influencer content may have a more

pronounced and positive impact on Gen Z's interaction patterns compared to Millennials

(Seccardini & Desmoulins, 2023). The integrated understanding of generational brand

experiences, influencer content, and algorithmic mediation underscores the intricate and

continually evolving nature of contemporary digital marketing, calling for ongoing exploration

and adaptation to effectively connect with diverse generational preferences.

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RESEARCH METHODOLOGY

This research employs a methodical approach known as a systematic literature review.

According to Pati and Lorusso (2017), Systematic Literature Review (SLR) is a methodical

approach for gathering, critically assessing, combining, and presenting insights derived from

various research studies related to a specific research question or topic. Moreover, it provides

a more comprehensive and precise comprehension compared to a conventional literature

review. A systematic review uses consistent methods and guidelines to thoroughly explore,

filter, assess, interpret, combine, and communicate findings from numerous publications within

a designated topic or area of interest (Pati & Lorusso, 2017). Consequently, a systematic

literature review provides a fascinating atmosphere for understanding the existing gap through

the literature regarding the mediating role of Instagram algorithms in shaping millennials & Z

generation brand experience through influencer content. To be more specific, this study will

delve into pertinent aspects such as research attributes, methodology, geographical

considerations, and the incorporation of theoretical frameworks in the analysis. To optimize

research outcomes, this study meticulously curated a selection of high-quality academic

articles. The scope of investigation was confined to prominent scholarly databases, including

Emerald, SAGE, Taylor and Francis, Elsevier, ISRITI, MDPI, Frontiers, Wiley, Springer,

HRMARS, SNSPA, Cogitatio, Sciendo, and Science (AAAS). The temporal focus spanned

from 2013 to 2023, ensuring a comprehensive and contemporary analysis of the pertinent

literature. Following this, the research employed a strategic selection of keywords to guide the

investigation. The chosen keywords encompassed critical facets of the study, including

Algorithms, Instagram, Generation Z (Gen Z), Generation Y (Millennials), Brand experience,

and Influencer marketing. These keywords served as the foundational elements to streamline

and focus the research process, ensuring relevance and depth in the exploration of the

designated subject matter. Due to the absence of comprehensive articles integrating all relevant
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information, the initial phase of the research yielded 72 papers. Subsequent refinement

involved the removal of duplicate papers, resulting in the exclusion of 11. Moreover, 8 papers

composed in languages other than English were likewise ruled out, and 5 papers lacking a

thorough explanation of each variable under scrutiny were also excluded. Eventually, 48

studies from Emerald, SAGE, ISRITI, Taylor and Francis, Elsevier, MDPI, Frontier, Wiley,

Springer, HRMARS, SNSPA, Cogitatio, Sciendo, ResearchGate, Science (AAAS) were

scrutinized. The analysis process involved the utilization of NVIVO for a thorough and

systematic examination of the selected studies.

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FINDINGS OF THE STUDY

Table 1. Research articles by Year and Data Base

Article
Percentage
Year Emerald SAGE ISRITI Taylor and Francis Elsevier MDPI Frontiers Wiley Springer HRMARS SNSPA Cogitatio Sciendo ResearchGate T : Science (AAAS) Total (%)
2013 0 0 0 0 1 0 0 0 0 1 1 0 0 0 0 3 6.3
2016 1 1 0 1 2 0 0 0 0 0 0 0 0 0 0 5 10.4
2017 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 1 2.1
2018 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 2 4.2
2019 1 1 0 0 0 1 0 1 0 0 0 0 0 1 0 5 10.4
2020 0 0 0 1 2 1 0 1 0 0 0 1 0 1 0 7 14.6
2021 3 1 1 1 1 0 0 0 1 0 0 0 0 0 0 8 16.7
2022 1 0 0 0 3 0 1 1 0 0 0 0 0 1 0 7 14.6
2023 3 0 0 1 0 3 0 0 1 0 0 0 1 0 1 10 20.8
Total 9 5 1 4 10 5 1 3 2 1 1 1 1 3 1 48 100.0
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The presented tables offer a comparative analysis of the number of articles across

various databases spanning the years 2013 to 2023. Notably, Emerald and Elsevier emerge as

the primary contributors, boasting the highest article counts within this time frame. In the year

2023, a noteworthy 20.8% of the total articles were published, marked by three publications

each from Emerald and MDPI, and one each from Taylor and Francis, Springer, Sciendo, and

Science (AAAS). Additionally, 16.7% of the selected studies were conducted in 2021, with the

Emerald database leading in the number of papers. Subsequent years, namely 2020 and 2022,

both account for 14.6%, while 2016 and 2019 share an identical percentage of 10.4% for the

published articles. 2013 contributed 6.3% to the selected studies, followed by a 2.1% decrease

in 2018. Notably, the least significant percentage of articles, at 2.1%, was observed in 2017,

during which Elsevier was the exclusive publisher.

Table 2. Articles by Geographical Location

Geographical Location No. of Articles %

Africa 0 0
Antartica 0 0
Asia 13 27
Australia 1 2
Europe 13 27
North America 9 18.7
Ocianic 0 0
South America 0 0
Unassigend 12 25
Total 48 100

The examination included an assessment of the continent or geographic context of the studies.

The table illustrates that the greatest proportion of selected studies took place in Asia and

Europe, each accounting for 27%. Following this, 18.7% of the studies were carried out in

North America. Australia had the least representation, with only 2% of the studies conducted

there. It is noteworthy that a quarter of the studies lacked assignment to a specific geographical
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location. Importantly, no studies were identified from Africa, Antarctica, Oceania, or South

America.

Table 3. Articles by Theories used.

Identified Theories No. of %

Articles
Uses And Gratifications Theory 4 8.4
Affect Theory 2 4.2
Triangular Theory of Love 2 4.2
Social Identity Theory 2 4.2
Dual Coding Theory 1 2
Flow Theory 1 2
Generational Cohort Theory 1 2
Congruency Theory 1 2
Branding Theory 1 2
Theory Of Planned Behavior 1 2
Parasocial Interaction Theory 1 2
Labor Process Theory 1 2
Persuasion Knowledge Theory 1 2
Social Learning Theory 1 2
Social Comparison Theory 1 2
Social Cognitive Theory 1 2
Social Exchange Theory 1 2
Social Influence Theory 1 2
And Source Credibility Theory 1 2
Rejection Theory 1 2
Innovation Diffusion Theory 1 2
Behavioral Reasoning Theory 1 2
Stimulus organism response Framework 1 2
Brand Concepts 19 39.6
Total 48 100

The table delineates the theoretical frameworks employed in the selected studies. The

predominant approach involves a diverse range of brand concepts, including Brand Experience,

Brand Resonance, Brand Trust, Brand Activations, Microcelebrity Concept, Algorithmic

Power Concept, etc., constituting the highest percentage at 39.6%. Following this, the Uses

and Gratifications Theory is utilized in 8.4% of the studies. Additionally, 12.6% of the studies
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incorporate three theories—Affect Theory, Triangular Theory of Love, and Social Identity

Theory—with each contributing 4.2%. The remaining theories listed in the table are

individually employed once in each study, collectively accounting for 2%.

Table 4. Article by the methodology

Methodology No. of Articles %

Qualitative 7 14.6
Quantitative 29 60.5
Mixed method 10 20.9
Unassigned 2 4.2
Total 48 100

The review extends its scrutiny to the methodologies employed by the studies.

Findings from Table 4 reveal that a predominant share of the studies, amounting to 60.5%,

adopted quantitative methods, highlighting a quantitative-centric approach. In contrast, a

comparatively smaller portion, constituting 14.6%, utilized qualitative methods,

encompassing only seven articles. Additionally, 20.9% of the studies employed mixed

methods, incorporating a combination of both quantitative and qualitative approaches for

sample collection and analysis. Notably, two articles within the dataset lacked explicit

information regarding their chosen methodology.

Table 5. Article by research design

Research Design No. of Repetition %

Survey 34 63
Datasets 2 3.7
Experiments 2 3.7
Pilot study 2 3.7
Participant observation 1 1.9
interview 7 13
Case studies 3 5.6
Focus groups 3 5.6
Total 54 100
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Table 5 illustrates the prevalence of various research designs employed in the studies.

A significant majority, comprising 63%, utilized a survey design, relying on questionnaire

instruments. Following this, 13% of the studies incorporated interviews as their primary

research method. Case studies and focus groups each accounted for 5.6% individually.

Additionally, studies utilizing datasets, experiments, and pilot studies collectively represented

3.7% of the total. Participant observation emerged as the least employed research design,

constituting only 1.9% of the studies.

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RESULTS

The systematic literature review suggests a growing focus on research related to the

influence of Instagram algorithms in shaping the brand experience of Millennials and

Generation Z through influencer content. Specifically, there has been an increase in studies

published in 2023 compared to previous years. Nevertheless, it is essential to acknowledge that

research in this domain, as an integrated study encompassing all key elements and

demonstrating their correlation as a cohesive whole, is still in its early stages of development.

Hence, there is considerable potential for further exploration by future researchers, particularly

given the significance and rapid proliferation of this practice worldwide in recent years. The

study also unveiled that while studies aligning with the specific topic of this research are

dispersed across various global regions, Asia and Europe stand out with the highest percentage

of these studies. Other regions, including Australia, were represented to a lesser extent, and a

notable portion of the studies was not explicitly assigned to any specific geographical location.

This observation strongly suggests that, despite the global prevalence of influencer marketing

and the significance of Instagram algorithms and brand experience in influencing generational

behavior, researchers in regions such as Africa, Antarctica, Oceania, and South America have

not demonstrated a substantial interest in investigating the potential impact of Instagram

algorithms on generational brand experience through influencer content. Additionally, the

study brings to light that most research endeavors in this field incorporate various brand

concepts such as Brand Experience, Brand Resonance, Brand Trust, Brand Activations,

Microcelebrity Concept, Algorithmic Power Concept, etc., as their theoretical frameworks.

Notably, the Uses and Gratifications theory emerges as the most prevalent foundational

framework, indicating its significance in understanding the dynamics of influencer marketing.

Additionally, the predominant use of quantitative methodology, particularly surveys and

questionnaires, underscores the methodological landscape, with mixed methods being the

second most adopted approach.

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CONCLUSION

In conclusion, this paper delves into the intricate interplay of generational brand

experiences, influencer content, and algorithmic mediation, shedding light on the dynamic

landscape of contemporary digital marketing. The extensive literature review has unveiled the

distinctive preferences and expectations of Generations Z and Y, emphasizing the pivotal role

of positive brand experiences in shaping consumer behavior. Influencer marketing has emerged

as a transformative force, with influencers acting as catalysts in the decision-making processes

of Generation Z, fostering authenticity and relatability.

Central to this investigation is the exploration of Instagram's algorithms, acting as

digital gatekeepers that influence how users interact with influencer content. The algorithmic

dynamics on Instagram play a crucial role in shaping customer engagement, mediating the

visibility of influencer posts, and impacting the overall brand experience. The paper highlights

the essential need for brands to align their influencer content with algorithmic tendencies,

emphasizing the evolving nature of these algorithms based on shifting generational

preferences.

Despite the extensive research conducted, the review underscores a notable gap in

understanding the nuanced ways in which different generational cohorts perceive and interact

with brands. This paper serves as a steppingstone for future studies to delve deeper into these

complexities, exploring the impact of algorithms on user experiences and addressing the ethical

implications of algorithmic biases in content distribution.

The intersection of generational brand experiences, influencer content, and algorithmic

mediation presents a multifaceted landscape that demands continual examination and

adaptation. By bridging these gaps in knowledge, marketers can gain invaluable insights to

craft individualized and successful strategies, effectively reaching and resonating with diverse

generational preferences in the ever-evolving digital marketing environment.

 23

LIMITATIONS OF THE STUDY

Certainly, the current research openly acknowledges its inherent limitations, a common

facet of any scholarly investigation. One significant constraint is the absence of integrated data

within existing research-related studies. The researcher points out that prior works lack a

comprehensive synthesis of all key elements relevant to the study's focus within a single article.

This limitation underscores the challenge of constructing a holistic understanding of the

intricate dynamics between algorithms, influencer content, and generational brand experiences

from the existing literature.

In addressing this limitation, the study draws attention to the fragmented nature of

available research on the topic, revealing a gap in the literature where a unified exploration of

the various facets of the subject is missing. The absence of integrated data may potentially

impact the depth and breadth of insights derived from existing studies, emphasizing the

necessity for a more consolidated and cohesive approach in future research endeavors.

Moreover, the study acknowledges geographical limitations, primarily centering on research

conducted in Asia and Europe. This regional focus introduces a potential constraint, potentially

overlooking variations in influencer marketing dynamics and algorithmic influences in other

parts of the world. This emphasizes the importance of recognizing regional diversity in the

experiences and preferences of Millennials and Generation Z, underlining the need for a more

globally representative sample to enhance the study's applicability on a broader scale.

By openly acknowledging these limitations, the research prioritizes transparency and

encourages a nuanced interpretation of its findings. The awareness of these constraints serves

as a foundation for future research to systematically address these gaps, fostering a more

comprehensive and inclusive understanding of the complex interplay between algorithms,

influencer content, and generational brand experiences.

 24

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