THE IMPACT OF SOCIAL MEDIA INFLUENCER ON THE BUYING BEHAVIOUR OF GEN Z IN INDIA

Abstract

In the last decade, the proliferation of social media has revolutionized the landscape of consumer engagement and marketing in India. Generation Z (Gen Z), characterized as digital natives, now constitutes a significant portion of the active online population. Social media influencers have emerged as pivotal mediators of brand messaging and product endorsement within this demographic. Understanding how such influencers affect the buying behaviour of Gen Z is crucial for marketers striving for impactful outreach and sustained brand loyalty. This study aims to analyze the extent and manner in which social media influencers shape the purchasing decisions of Gen Z consumers in India. Employing a comprehensive approach, the research investigates influencer characteristics, engagement metrics, consumer trust, and cultural factors, combining quantitative data from surveys with qualitative insights from in-depth interviews. Design, Methodology, Approach: The research adopts a mixed-methods design to address the nuances of influencer impact on Gen Z purchasing behaviour. A structured online questionnaire was distributed to a representative sample of Gen Z individuals (aged 18–24) across diverse regions of India, generating a robust quantitative dataset regarding social media usage, influencer engagement, and actual purchase behaviour. This survey was supplemented by in-depth interviews with selected participants to uncover deeper motivations, perceptions, and attitudes towards influencer-driven marketing. Quantitative data were analyzed using statistical software to identify trends, correlations, and key drivers of buying decisions, while qualitative responses were thematically coded for recurring patterns and insights. Findings: The empirical analysis reveals several key findings about how social media influencers affect Gen Z buying behaviour in India. Authenticity, expertise, and relatability emerged as the most valued influencer traits, significantly boosting consumer trust and brand perception. Engagement metrics—particularly comments, likes, and story interactions—showed a positive correlation with the likelihood of making a purchase based on influencer recommendations. The study highlights that product categories such as fashion, fitness, technology, beauty, and food are especially susceptible to influencer impact. However, Gen Z consumers also exhibit notable skepticism towards overtly sponsored content and place greater trust in unpaid or transparently disclosed recommendations. Cultural context and digital literacy shape responses: urban, digitally savvy respondents are more critical and aware of advertising tactics, while regional content and relatable language foster greater connection and influence. Participants across the board called for more transparency, authenticity, and unbiased reviews in influencer marketing. Research Limitations & Implications: While the study covers a diverse and sizeable sample, limitations include potential self-reporting bias, the absence of detailed longitudinal tracking, and the focus on self identified Gen Z respondents within a specific age range. Despite these constraints, the insights are generalizable to a large segment of urban and semi-urban Indian youth. The implications are significant for marketers seeking to optimize influencer partnerships and campaign design, emphasizing the need for authentic engagement, 4 transparent sponsorships, and culturally resonant messaging. Policymakers are also encouraged to promote digital literacy and standardize disclosure norms in influencer marketing to safeguard consumer interests. Practical Implications: For managers and marketers, the results underscore the importance of selecting influencers whose content aligns with brand values and resonates authentically with Gen Z audiences. Disclosure of paid partnerships and maintaining transparency is crucial for sustaining consumer trust. Product categories with strong lifestyle and aspirational components stand to benefit most from influencer-driven campaigns. The research also advocates for greater digital literacy initiatives and the adoption of ethical influencer practices in India’s dynamic online ecosystem. Originality/Value: This study provides a contemporary and comprehensive examination of the relationship between social media influencers and Gen Z buying behaviour in India. By integrating quantitative and qualitative methods, it uncovers actionable insights on consumer trust, content engagement, and marketing effectiveness. The findings serve as a valuable resource for industry professionals, academic researchers, and policy stakeholders navigating the evolving sphere of digital consumerism.