Date of Award


Document Type


Degree Name

Master of Digital Marketing



First Advisor

Andrew Allen Smith

Second Advisor

Clayton Smith

Third Advisor

Kyle Coble


This paper discusses the evolving landscape of social media and the significance of authenticity on social media platforms for Generation Z. It emphasizes the rise of social media platforms, shedding light on their authenticity and the profound influence they have on users' mental well-being. The paper also highlights the necessity for content creators and brands to adapt by incorporating more unpolished content on social media platforms.

The final deliverable will include a detailed survey analysis of the content authenticity on BeReal application. The findings of this study will offer valuable insights into the increasing demand for authenticity on social media among Generation Z.

Included in

Marketing Commons