A Study on the Impact of Influencer’s Marketing on Gen Z’s Purchase Decision

Abstract

Abstract This study investigates the influence of influencer marketing on Generation Z's (Gen Z) purchase decisions. With the rise of social media platforms, influencers have become powerful agents in shaping consumer behaviour, particularly among the younger demographic. Through surveys and data analysis, this research explores the extent to which influencer marketing affects Gen Z's buying behaviour, and the factors that contribute to their decision-making process. This study also explores the impact of influencer marketing on Generation Z’s purchase decisions, examining how social media personalities affect consumer behavior within this digitally native demographic. With the rise of platforms like Instagram, TikTok, and YouTube, influencers have become key players in shaping brand perceptions and driving purchasing intent. The research investigates the credibility, relatability, and engagement strategies of influencers, analyzing their role in building trust and influencing brand loyalty among Gen Z. Findings suggest that influencer marketing significantly affects Gen Z’s buying choices, particularly when content is perceived as authentic and aligns with personal values, highlighting the growing importance of influencer-brand partnerships in modern marketing strategies. Key Words: Influencer marketing, Generation Z, social media, Purchase decision, Authenticity, Trust, Engagement, Brand Influence