IMPACT OF SOCIAL MEDIA INFLUENCERS ON BUYING BEHAVIOUR OF GEN-Z CONSUMERS
Keywords:
Social Media Influencers, Gen-Z, Buying Behaviour, Purchase Intention, Digital MarketingAbstract
The rise of social media has transformed digital marketing, positioning influencers as powerful intermediaries between brands and Gen-Z consumers. This study examines the impact of influencer attributes source credibility, attractiveness, authenticity, content quality and social media engagement on Gen-Z buying behaviour. Primary data from 380 Gen-Z respondents reveal that 72% have purchased a product based on an influencer recommendation, indicating strong behavioural dependence on influencer-driven content. Descriptive and regression analyses show that source credibility (β = .298) and content quality (β = .261) are the most influential predictors of purchase intention, while authenticity (β = .213) and engagement (β = .167) contribute moderately. Hedonic product categories, such as fashion, beauty and gadgets, show the highest conversion rates from influencer campaigns. The findings highlight that Gen-Z values trust, transparency and relatable storytelling over traditional promotional messaging, suggesting that influencer marketing is an effective and sustainable tool for brands targeting young digital consumers.
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