Algorithmic Curation and Hyperreal Consumption Examining the Mediating Roles of Social Validation and Digital Identity Performance among Generation Z

Abstract

The purpose of this study is to examine how algorithmic curation affects Generation Z's consumption of hyperreal content, paying special emphasis to the mediating functions of digital identity performance and social validation. Using PLS-SEM, this study takes an explanatory quantitative approach based on the combination of Consumer Culture Theory, hyperreality theory, and algorithm-driven marketing viewpoints. An online poll was used to gather data from 300–400 members of Generation Z who regularly use social media. The findings show that algorithmic curation significantly and favorably influences hyperreal consumption, both directly and indirectly through the partial mediators of digital identity performance and social validation. These results imply that consumption in the digital age is more influenced by symbolic representations, social recognition, and identity building mediated by algorithmic systems rather than being only motivated by functional value. Additionally, the study shows how algorithms act as cultural agents that influence people's consumption patterns, preferences, and perceptions. In theory, this study adds the dynamics of algorithmically structured digital worlds to the framework of Consumer Culture Theory. The results have practical implications for digital marketing strategies that prioritize user involvement, visibility management, and consumer identity expression.