Published Paper Details:

With the increasing dominance of social media in brand communication, visual representation has become a critical factor in shaping the consumer perceptions, particularly among Generation Z (Gen Z). This research examines the responses of Gen Z to the brand advertisements, which showcase real people versus professional models, focusing on aspects such as trust, relatability, emotional response, and purchase intention. An exploratory research design was used to gather primary data through a structured online questionnaire administered to 61 Gen Z respondents from Indian and international backgrounds. Descriptive statistical analysis was done with percentages and visual representations to unveil the key patterns in consumer responses. The results show that ads with real people are usually perceived as more reliable, relatable, and authentic than those with models. These perceptions were found to have a positive impact on brand consideration and purchase intention. On the other hand, ads with professional models were more strongly linked with aspirational appeal but were less effective in establishing credibility and thus, driving purchase-related behavior. Moreover, the study reveals that factors like brand trust and positive past experiences have a more significant impact on purchase decisions than advertising alone. As an exploratory research with a limited sample size, the findings are only indicative. However, the study helps to understand the rising importance of authenticity-led representation as a means of engaging the Gen Z consumers and provides practical implications for brands aiming at gaining trust and creating meaningful connections in digital environments.