Keywords
Generation Z
Purchase Intentions
Brand Loyalty
Categories
How to Cite
Abstract
Influencer marketing has rapidly become a leading force in digital advertising, particularly among Generation Z, who spend much of their time engaging on platforms like Instagram, TikTok, and YouTube. Unlike traditional advertising, this approach relies on authenticity, trust, and personal connection, qualities that resonate strongly with Gen Z. Research displays that micro- and nano-influencers often hold greater sway than celebrities, as their relatability, in addition to genuine interactions, foster profound engagement. The influence also varies across content formats: short videos capture immediate attention, while longer content builds credibility and loyalty.
This study explores how influencer marketing shapes Gen Z’s purchase decisions, brand perceptions, and consumer–brand relationships, using primary data to examine the roles of trust, authenticity, and content style. The research adopts a quantitative methodology, collecting primary data through a structured survey administered via Google Forms, targeting Generation Z respondents to capture their perceptions, engagement patterns, and purchasing behaviour influenced by social media influencers. By focusing on the Indian context, the research highlights how influencers impact both short-term choices and long-term loyalty. The findings aim to provide marketers with practical insights into creating transparent, value-driven, and engaging strategies to better connect with Gen Z.
References
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