Impact of Influencer Marketing on Purchase Intent among Gen Z

Abstract

In the contemporary digital environment, social media has transformed marketing communication into a more interactive, peer-driven process. Influencer marketing has emerged as a powerful strategy, particularly among Generation Z (Gen Z), who have grown up in a fully digital ecosystem. Unlike previous generations, Gen Z consumers are more skeptical of traditional advertising and place greater emphasis on authenticity, credibility, and peer recommendations. This study examines the impact of influencer marketing on the purchase intention of Gen Z consumers, focusing on key influencer attributes such as credibility, trustworthiness, expertise, attractiveness, and perceived authenticity. Grounded in Social Influence Theory, the research adopts a descriptive and analytical design. Primary data were collected through a structured questionnaire from 157 Gen Z respondents (aged 18–25) in and around Siliguri using convenience sampling. Reliability of measurement scales was tested using Cronbach’s alpha, and data were analyzed using descriptive statistics, correlation, and regression techniques.

The findings indicate that influencer marketing significantly affects Gen Z’s purchase intention. Trustworthiness, transparency in sponsored content, and alignment between influencer values and brand identity were found to be strong predictors of purchase intention. Influencer expertise, particularly in product categories such as technology, beauty, fashion, and fitness, positively influenced consumer decisions. While physical attractiveness had some impact, it was less influential compared to trust and expertise. Additionally, parasocial interaction was found to mediate the relationship between influencer marketing and purchase intention, highlighting the importance of emotional connection and long-term engagement. The study underscores the strategic importance of authentic and valuedriven influencer marketing for effectively engaging Generation Z consumers.