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The Role of Influencers in Shaping Gen Z Purchasing Decisions

Authors:

Trupti Dalei

Trupti Dalei, Amity Business School, Amity University Chhattisgarh, India

Abstract: This study uses a descriptive, survey-based research methodology to examine how influencer marketing affects the purchasing decisions of Generation Z customers, who are between the ages of 18 and 26. The study investigates important facets of influencer marketing efficacy, such as platform preferences, influencer credibility, and content engagement patterns, using a structured questionnaire that was sent to 38 respondents via Google Forms. The study especially examines the main social media networks and how they influence consumers' decisions to buy and find new products. The results show noteworthy patterns in how Gen Z engages with influencer material, emphasizing Instagram's superiority over other platforms in terms of conversions. Micro-influencers produce significantly higher engagement and purchase rates than their macro-influencer counterparts, according to the study, which also examines the relative efficacy of various influencer tiers. The approach taken by the study places a strong emphasis on using clear charts and graphs to visually communicate data, enabling individuals without extensive statistical background to understand complicated marketing insights.

Key Words:  Influencer Marketing, Gen Z Consumers, Purchasing Decisions, TikTok, Instagram, YouTube