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@article{203641,
        author = {Dr Brenda D Marak},
        title = {Digital Media and Career Imagination Among Gen Z Students: The Role of YouTube, Instagram, LinkedIn, Influencers, and Online Trends},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {11323-11328},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=203641},
        abstract = {The rapid growth of digital media has significantly transformed how young people perceive careers, success, employability, and professional identity. Gen Z students increasingly rely on social media platforms such as YouTube, Instagram, LinkedIn, and other online spaces to explore career opportunities, acquire information, and construct aspirations regarding their future professions. Digital influencers, online entrepreneurship trends, freelancing culture, and algorithm-driven content recommendations have emerged as powerful forces shaping students’ career imagination. This qualitative study explores how digital media platforms influence career perceptions and aspirations among Gen Z students.
Using an exploratory qualitative research design, semi-structured interviews were conducted with undergraduate and postgraduate students to understand their experiences, motivations, and concerns regarding digital-media-driven career aspirations. Thematic analysis revealed major themes including digital aspiration, career comparison culture, attraction toward non-traditional careers, online professional identity formation, and anxiety regarding career success.
The findings suggest that digital media functions not only as a source of information but also as a symbolic environment where students negotiate identity, ambition, and future possibilities. While digital platforms create awareness regarding diverse career opportunities and entrepreneurial pathways, they also contribute to unrealistic expectations, social comparison, and career uncertainty. The study highlights the importance of digital literacy, career counselling, and critical engagement with online content in helping students make informed career decisions.},
        keywords = {Digital Media, Career Imagination, Gen Z, Social Media Influencers, Career Choice, YouTube, Instagram, LinkedIn, Digital Culture.},
        month = {May},
        }