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This study examines the influence of social media influencers on the purchasing decisions of Generation Z consumers, highlighting the importance of authenticity, perceived expertise, and emotional connection. A survey of 300 Gen Z respondents revealed that 72% made purchases after seeing influencer promotions, with a preference for micro-influencers over celebrities. The findings suggest brands should focus on authenticity and long-term partnerships with relatable influencers to effectively engage this demographic.

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7 views4 pages

Research Paper2

This study examines the influence of social media influencers on the purchasing decisions of Generation Z consumers, highlighting the importance of authenticity, perceived expertise, and emotional connection. A survey of 300 Gen Z respondents revealed that 72% made purchases after seeing influencer promotions, with a preference for micro-influencers over celebrities. The findings suggest brands should focus on authenticity and long-term partnerships with relatable influencers to effectively engage this demographic.

Uploaded by

swetha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Title:

The Impact of Social Media Influencer Marketing on Consumer


Purchase Decisions Among Gen Z

Abstract
This study investigates how social media influencers affect the purchasing
behavior of Generation Z consumers. With the growing relevance of
platforms like Instagram, TikTok, and YouTube, influencers have become key
marketing tools for brands. A quantitative survey was conducted with 300
Gen Z respondents aged 18–26 to understand the extent of influencer
impact. Results indicate that authenticity, perceived expertise, and
emotional connection with influencers significantly influence purchase
decisions. The study concludes with recommendations for brands to
strategically use micro-influencers for higher engagement and trust.

1. Introduction

Over the past decade, the marketing landscape has transformed


dramatically, driven by the rise of digital platforms. Among these, social
media has played a pivotal role in shaping consumer attitudes and
behaviors. Influencer marketing, a practice where brands collaborate with
individuals who have a large online following, has become a dominant
promotional strategy. This research focuses on understanding how
influencers impact the buying decisions of Generation Z (Gen Z), a digitally
native group with substantial purchasing power.

Research Objective:
To analyze how social media influencer marketing affects the purchase
decisions of Gen Z consumers.

Research Questions:

1. What influencer characteristics influence Gen Z purchase decisions?

2. How does trust in influencers affect brand perception?

3. Are micro-influencers more effective than celebrities for Gen Z?

2. Literature Review

Influencer marketing is rooted in the concept of parasocial relationships—


one-sided connections where consumers feel emotionally bonded with public
figures. According to Brown & Hayes (2008), influencers can sway their
audiences through perceived authenticity and relatability. Gen Z, born
between 1997 and 2012, is known for being skeptical of traditional
advertising and more responsive to peer-like endorsements (Smith, 2021).

Research by Lou & Yuan (2019) found that trust, expertise, and content
quality are key components of influencer effectiveness. Additionally, micro-
influencers (1K–100K followers) often generate higher engagement rates
than macro-influencers or celebrities due to their niche appeal (De Veirman
et al., 2017).

3. Methodology

Research Design: Quantitative


Sampling Method: Convenience sampling
Sample Size: 300 respondents
Population: Gen Z consumers aged 18–26 in the U.S.
Data Collection Tool: Online survey (Google Forms)
Key Variables: Trust, authenticity, content quality, purchase decision,
platform used

A structured questionnaire with Likert-scale items was distributed via social


media platforms and university networks.

4. Data Analysis and Results

Demographics:

 60% female, 38% male, 2% non-binary

 90% use Instagram daily; 78% use TikTok daily

Key Findings:

 72% reported buying a product after seeing it promoted by an


influencer.

 65% trust micro-influencers more than celebrities.

 Influencer authenticity (rated 4.5/5 on average) was the top factor


influencing trust.
 59% said they follow influencers in niche areas (beauty, tech, fitness,
etc.).

Statistical Insights:

 A strong positive correlation (r = 0.68) was found between perceived


influencer authenticity and purchase likelihood.

 Regression analysis showed that trust in influencers predicted 52% of


the variance in purchase behavior (p < 0.01).

5. Discussion

The results support the hypothesis that influencers significantly impact Gen
Z’s purchasing behavior, particularly when they are perceived as authentic
and trustworthy. The preference for micro-influencers suggests that
relatability and niche expertise are more effective than reach alone. These
findings align with past research and highlight the importance of
personalized, content-driven marketing strategies.

6. Conclusion

Influencer marketing is highly effective among Gen Z consumers, especially


when delivered through relatable and credible individuals. Brands aiming to
target this demographic should prioritize authenticity over reach, leverage
micro-influencers, and align content with consumer values.

7. Recommendations

 Use micro-influencers for niche targeting and deeper engagement.

 Prioritize authenticity in influencer selection and brand messaging.

 Create long-term partnerships to build consistent brand trust.

 Utilize short-form video platforms like TikTok and Instagram Reels.

8. References

 Brown, D., & Hayes, N. (2008). Influencer Marketing: Who Really


Influences Your Customers? Elsevier.
 De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing
through Instagram influencers: The impact of number of followers and
product divergence. International Journal of Advertising, 36(5), 798–
828.

 Lou, C., & Yuan, S. (2019). Influencer marketing: How message value
and credibility affect consumer trust. Journal of Interactive Advertising,
19(1), 58–73.

 Smith, A. (2021). Gen Z’s skepticism of traditional ads and the rise of
influencer marketing. Marketing Journal, 45(3), 22–31.

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