Over one third of the young adults who engage with digital influencers trust them, according to new research by Fullscreen, with Gen Z leading the way in influencer faith.

In a survey the media company conducted with social analytics firm Shareablee, 1,200 social media users between the ages of 18 and 34 shared their feelings on influencers, “celebrities,” and brands. Fullscreen’s SVP, Maureen Polo, described the final report’s focus as “what types of content influencers post and where” and “how the impact of content and platform varies across each creator segment to help brands recognize how their collaborations with influencers resonate.”

In other words, the aim was to examine what marketing tactics work best on millennials and Gen Z. The findings largely pointed to digital influencers.

Compared to celebrities and brands, 18 to 34-year-olds seem to believe in “digital creators” the most. Even though “traditional” celebrities (those who achieved fame offline) tend to have the most overall social media followers, “digital trailblazers” (which the report did not explicitly define) drove the most product purchases among the survey’s respondents.