THE IMPACT OF INFLUENCER MARKETING ON GEN Z’S PURCHASE DECISIONS: A COMPARATIVE STUDY ACROSS SOCIAL MEDIA PLATFORMS
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THE IMPACT OF INFLUENCER MARKETING ON GEN Z’S PURCHASE DECISIONS: A COMPARATIVE STUDY ACROSS SOCIAL MEDIA PLATFORMS
Authors:
GAURAV BHALLA
SCHOOL OF BUSINESS, GALGOTIAS UNIVERSITY MSB21P2010: MASTER OF BUSINESS ADMINISTRATION MBA BATCH: 2023–2025
PROF.( DR. PRIYA SINGH ) MAY 2025
ABSTRACT: This research investigates the influence of social media influencers on the purchasing behavior of Generation Z consumers in India, with a comparative lens on key platforms such as Instagram, YouTube, Snapchat, and Facebook. In a digital landscape saturated with content, influencers have emerged as powerful intermediaries who shape consumer preferences through authenticity, relatability, and platform-specific engagement. Drawing on primary data from 100 Gen Z respondents and integrating secondary research, the study examines how influencer characteristics—such as trustworthiness, expertise, and visual appeal—interact with content formats to affect consumer decisions.
Findings reveal that Instagram and YouTube are the most effective platforms for driving purchases, largely due to their visual and narrative strengths. Influencers who exhibit credibility and emotional resonance tend to foster stronger consumer trust, which translates into higher purchase intent. Additionally, micro-influencers, owing to their niche appeal and perceived authenticity, outperform macro-influencers in shaping Gen Z behavior.
The study emphasizes the importance of aligning platform choice, content style, and influencer profile with consumer expectations. It also highlights the evolving dynamics of digital engagement, offering strategic insights for marketers aiming to optimize influencer partnerships. This paper contributes to the growing body of knowledge on digital marketing by framing influencer impact through both behavioral and emotional lenses in the context of India's Gen Z segment.
Keywords: Influencer marketing, Gen Z, social media platforms, Instagram, YouTube, purchase decisions, trust, digital consumer behavior
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