The Impact of Echo-Chamber Exposure Intensity on Gen Z's Brand Identification in the Post-Truth Era

Jiaxin Cao

doi:10.54097/pdpga154

Authors

Jiaxin Cao School of Economics and Management, Ningxia University, Yinchuan 640100,China

DOI:

https://doi.org/10.54097/pdpga154

Keywords:

Post-Truth Era; Echo-Chamber Exposure Intensity; Gen Z; Brand Identification; Self-Regulated Learning.

Abstract

In the post-truth era, the intensity of echo-chamber exposure on social media has become a key factor shaping Gen Z's brand identification. This study adopts a mixed-methods research approach, taking echo-chamber exposure intensity as the independent variable and brand identification as the dependent variable, to explore the mediating role of Self-Regulated Learning (SRL), the moderating role of post-truth perception, and to examine the potential impact of gender differences on these relationships. Based on Social Identity Theory and Cognitive Dissonance Theory, we surveyed 238 Chinese Gen Z consumers and conducted semi-structured interviews with 10 representative individuals. The results show that echo-chamber exposure intensity has a significant positive impact on Gen Z's brand identification; SRL plays a partial mediating role and negatively affects the relationship between echo-chamber exposure intensity and Gen Z's brand identification; post-truth perception strengthens the impact of echo-chamber exposure intensity on brand identification. Interviews reveal that Gen Z pursues authenticity but is vulnerable to echo-chamber biases, with females paying more attention to emotional connections. This study extends Social Identity Theory to a consumer behavior model in the post-truth context, providing certain theoretical support and practical implications for brands to develop targeted marketing strategies in the digital age.

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