A Study on Impact of Influencer Marketing in Gen Z Consumer Behavior

Authors:

Mr.B.THIRUMOORTHI

Assistant Professor (SG), Department of Management Studies, Nehru institute of Technology, Coimbatore, Tamil Nadu

Ms.KRISHNAJA .P

Student of II MBA, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu

Abstract

The rapid growth of social media has made influencer marketing a key strategy for targeting Generation Z consumers. This study analyses how influencer marketing affects Gen Z buying behaviour, focusing on factors such as trust, authenticity, and engagement. A quantitative approach was used, with data collected from 300 respondents through a structured questionnaire. Statistical tools including descriptive analysis, correlation, and regression were applied using SPSS.

The results show that influencer credibility and engagement have a significant positive impact on purchase intention. Trust and perceived authenticity play a major role in shaping consumer decisions and brand preference. The study also highlights concerns such as over-promotion and impulsive buying behaviour. Overall, the findings suggest that influencer marketing is an effective tool for influencing Gen Z consumers when supported by transparency and genuine content.

Keywords

Influencer Marketing, Generation Z, Consumer Behaviour, Purchase Intention, Social Media, Regression Analysis