THE EFFECTIVENESS OF INFLUENCER MARKETING ON GEN Z CONSUMER PURCHASE DECISIONS

Abstract

The contemporary marketing landscape has witnessed a paradigm shift from traditional advertising models to digital and social media-driven marketing strategies. Among the most prominent of these shifts is the rise of influencer marketing, a practice wherein brands collaborate with individuals who possess significant social media followings to promote products and services. This phenomenon has gained unprecedented traction, particularly among Generation Z (Gen Z) consumers aged 18 to 25, who represent the first truly digital native demographic cohort. This research project investigates the impact of influencer marketing on the consumer buying behavior of Gen Z in India. The study examines the extent to which influencer recommendations shape purchase decisions, the types of influencers most trusted by Gen Z consumers, and the social media platforms that generate the highest levels of purchase influencing engagement. By undertaking this investigation, the study seeks to bridge an existing research gap regarding the behavioral determinants of Gen Z purchasing patterns in the Indian market. Objectives of the Study • To examine the extent to which influencer marketing affects the purchase decisions of Gen Z consumers. • To identify the types of influencers (nano, micro, macro, celebrity) most trusted by Gen Z respondents. • To determine the social media platforms most effective for influencer-driven consumer engagement. • To analyze the product categories most susceptible to influencer-driven purchase behavior. • To assess the role of trust, authenticity, and content type in mediating the influencer-consumer relationship.