A Study on the Effectiveness of Influencer Marketing on Gen Z Purchase Decisions
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2025
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| author | Raj, Aditya Panwar, Dr. Diksha |
| author_facet | Raj, Aditya Panwar, Dr. Diksha |
| contents | <p>Influencer marketing has been a leading digital marketing force, particularly in the influence of Generation Z's (Gen Z) buying habits. Being the first generation to grow up entirely digitally, Gen Z's consumption habits are driven by social media fads, peer endorsements, and online personalities. This research delves into the efficacy of influencer marketing through trust, engagement, authenticity, and social media platforms.</p> <p>Influencer marketing leverages individuals with strong online followings to promote brands, differing from traditional celebrity endorsements by fostering direct personal connections. Influencers are categorized based on reach. Gen Z (born 1997–2012) trusts influencer recommendations more than traditional ads, engaging actively with Instagram, TikTok, YouTube, and Snapchat. Key psychological drivers of their purchasing decisions include authenticity, social proof, and FOMO (Fear of Missing Out). They prefer influencers who are relatable, transparent, and aligned with their values. Peer influence plays a significant role—if an admired influencer endorses a product and their friends engage with it, they are more likely to make a purchase. Additionally, influencers known for honest reviews and expertise in fashion, tech, beauty, or fitness gain credibility, making their endorsements more persuasive.</p> <p>Social media platforms play distinct roles in influencer marketing. Instagram is ideal for visually appealing promotions in fashion, beauty, and lifestyle, utilizing Stories, Reels, and Shoppable posts. Brands measure the success of influencer campaigns using engagement rate, conversion rate, brand awareness, ROI, and sentiment analysis. However, challenges include skepticism toward inauthentic endorsements, oversaturation of influencer promotions, and Gen Z’s short attention span, requiring brands to create concise, engaging content.</p> <p>Emerging trends in influencer marketing include AI and virtual influencers like Lil Miquela, sustainability-driven content, live shopping experiences, and community-driven marketing using nano-influencers and brand advocates.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_15387409 |
| institution | Zenodo |
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| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | A Study on the Effectiveness of Influencer Marketing on Gen Z Purchase Decisions Raj, Aditya Panwar, Dr. Diksha <p>Influencer marketing has been a leading digital marketing force, particularly in the influence of Generation Z's (Gen Z) buying habits. Being the first generation to grow up entirely digitally, Gen Z's consumption habits are driven by social media fads, peer endorsements, and online personalities. This research delves into the efficacy of influencer marketing through trust, engagement, authenticity, and social media platforms.</p> <p>Influencer marketing leverages individuals with strong online followings to promote brands, differing from traditional celebrity endorsements by fostering direct personal connections. Influencers are categorized based on reach. Gen Z (born 1997–2012) trusts influencer recommendations more than traditional ads, engaging actively with Instagram, TikTok, YouTube, and Snapchat. Key psychological drivers of their purchasing decisions include authenticity, social proof, and FOMO (Fear of Missing Out). They prefer influencers who are relatable, transparent, and aligned with their values. Peer influence plays a significant role—if an admired influencer endorses a product and their friends engage with it, they are more likely to make a purchase. Additionally, influencers known for honest reviews and expertise in fashion, tech, beauty, or fitness gain credibility, making their endorsements more persuasive.</p> <p>Social media platforms play distinct roles in influencer marketing. Instagram is ideal for visually appealing promotions in fashion, beauty, and lifestyle, utilizing Stories, Reels, and Shoppable posts. Brands measure the success of influencer campaigns using engagement rate, conversion rate, brand awareness, ROI, and sentiment analysis. However, challenges include skepticism toward inauthentic endorsements, oversaturation of influencer promotions, and Gen Z’s short attention span, requiring brands to create concise, engaging content.</p> <p>Emerging trends in influencer marketing include AI and virtual influencers like Lil Miquela, sustainability-driven content, live shopping experiences, and community-driven marketing using nano-influencers and brand advocates.</p> |
| title | A Study on the Effectiveness of Influencer Marketing on Gen Z Purchase Decisions |
| url | https://doi.org/10.5281/zenodo.15387409 |