Influencer marketing: a study of Gen Z’s experiences and purchase decisions in the United Arab Emirates fashion industry

Abstract

The role of social media influencers is becoming pivotal in shaping Generation Z’s consumer behavior in the fashion industry.This study explores how specific influencer attributes such as credibility, authenticity, empathy, engagement, and relevance shape young consumers perception of fashion brands in the United Arab Emirates, specifically in terms of brand familiarity and brand credibility, and subsequently how these perceptions influence their purchase intention. Data were collected through a cross-sectional, self-reported survey of 271 Gen Z consumers and analysed using Covariance-Based Structural Equation Modelling (CB-SEM). The findings reveal that while authenticity and engagement exert a moderate effect on brand perceptions, influencer credibility and empathy significantly increase both brand familiarity and brand credibility. Influencer credibility, in particular, strongly influences purchase intention. The findings of this study offer a unique perspective on how Gen Z perceive and responds to influencer-centric marketing strategies in the study context.