ANALYSIS OF GENERATION Z CONSUMER ATTITUDES TOWARD BRANDS BASED ON SOCIAL MEDIA CONTENT AND BRAND TRUST

Abstract

The evolution of social media has transformed the way brands communicate information, build relationships, and capture consumer attention. For Generation Z, digital content serves not only as a promotional tool but also as a basis for assessing a brand’s credibility, relevance, and character. This article aims to analyze how social media content and brand trust influence the formation of consumer attitudes among Generation Z in Indonesia. The study employs a qualitative, literature-based approach by examining theories of marketing, consumer behavior, and trust, as well as relevant scholarly articles, particularly those published between 2021 and 2026. Secondary data was analyzed thematically by grouping findings into themes related to content characteristics, trust formation, attitudes toward brands, and platform and consumer contexts. The literature synthesis indicates that content that is relevant, informative, consistent, and perceived as authentic can help consumers evaluate brands more positively. However, visual appeal or the intensity of promotion does not automatically lead to a positive attitude if the message is perceived as excessive, lacking transparency, or at odds with the consumer’s experience. Brand trust emerges as an interpretive mechanism that helps consumers assess whether the claims in the content are credible. This conceptual finding emphasizes that the relationship between content, trust, and attitudes is not mechanical; product context, prior experiences, source credibility, and social interactions also influence consumer interpretation. This article contributes by integrating social media content and brand trust into a qualitative explanation of consumer attitudes, while also identifying the need for further empirical research in Indonesia. As it is literature-based, this article does not statistically estimate the magnitude of these effects.