Effectiveness of Influencer Marketing on Gen ZConsumer Behavious

Abstract

Influencer marketing has emerged as one of the most powerful digital marketing strategies, especially in influencing Generation Z consumers. Generation Z, comprising individuals born between the mid-1990s and early 2010s, is highly active on social media platforms such as Instagram, YouTube, and TikTok. This study examines the effectiveness of influencer marketing on the consumer behaviour of Generation Z, with a special focus on college students. The primary objective of this study is to analyze how influencer credibility, content authenticity, and social media engagement affect the purchasing decisions and brand perceptions of Gen Z consumers. The research also aims to understand the level of trust Gen Z places in social media influencers compared to traditional advertisements. A descriptive research design was adopted, and primary data were collected through structured questionnaire distributed among college students. Secondary data were gathered from journals, websites, and previous research studies related to influencer marketing and consumer behaviour. The findings of the study reveal that influencer marketing has a significant impact on the buying behaviour of Gen Z consumers. Factors such as relatability, honesty, and consistent content creation play a major role in influencing purchase intentions. The study also indicates that Gen Z consumers are more likely to trust influencers who provide genuine reviews rather than promotional content alone. The study concludes that influencer marketing is an effective tool for reaching Generation Z consumers and shaping their purchase decisions. The results of this research will be useful for marketers and brands to design effective influencer marketing strategies targeting young consumers.