Jacqueline Jevtich ^{1 *} , Amanda Ruth-McSwain ^{1 *}

AM J QUALITATIVE RES, Volume 10, Issue 4, pp. 20-41

https://doi.org/10.66815/ajqr/19198

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Abstract

Social media influencing has gained attention as a viable, and even lucrative, career path, particularly among Generation Z (Gen Z). Despite its growth, the influencer industry faces significant challenges, including lack of standardized practices, unequal pay, and psychological strains. Through qualitative methods, including in-depth interviews and focus groups, this study explores the career motivations, trajectories, and experiences of both professional and aspiring influencers. By examining how influencers perceive and define careers in social media, the study provides a rich understanding of the factors that contribute to career pursuits while highlighting the business, emotional, and educational demands associated with influencer work. Findings also underscore the need for ethical standards, educational frameworks, mentorship, and professional support to strengthen influencer career development. Ultimately, the findings inform the creation of formal frameworks, ethical guidelines, and educational resources that may contribute to greater legitimacy, preparation, and long-term sustainability within the evolving influencer profession and creator economy.

Keywords: Social Media Influencing, Professionalization, Influencer Education, Entrepreneurial Identity, Creator Economy, and Qualitative Research

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