Impact of Social Media Influencer Marketing on Purchase Intentions among Gen Z Consumers

Authors: Rohit Katiyal, Dr. Amit Bansal

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Abstract

Social media influencer marketing has emerged as a powerful promotional strategy, particularly in shaping the consumption behavior of Generation Z, a cohort characterized by high social media engagement and digital fluency. This study examines the impact of social media influencer marketing on purchase intentions among Gen Z consumers, with specific emphasis on influencer credibility, perceived authenticity, trust, and parasocial interaction. Using a quantitative research design, data are collected through a structured questionnaire administered to Gen Z respondents who actively follow influencers on major social media platforms such as Instagram. Statistical techniques including descriptive analysis, reliability testing, and structural equation modeling are employed to examine the relationships among key variables. The findings indicate that influencer credibility and perceived authenticity significantly and positively influence purchase intentions, while trust acts as a critical mediating factor in this relationship. Additionally, the study reveals that influencer–product fit and transparency in sponsored content play an important role in shaping consumer responses. The research contributes to existing literature by offering insights into Gen Z–specific influencer dynamics and provides practical implications for marketers seeking to design effective, ethical, and engagement-driven influencer marketing strategies.

Introduction

The primary purpose of this study is to examine the extent to which social media influencer marketing influences purchase intentions among Generation Z consumers. Specifically, the study aims to analyze the role of key influencer-related factors such as credibility, perceived authenticity, trust, and parasocial interaction in shaping Gen Z consumers’ purchasing decisions. In addition, the study seeks to understand how transparency in sponsored content and influencer–product fit affect consumer responses to influencer endorsements. By focusing on Generation Z, a digitally native and highly socially connected cohort, the research addresses the need for generation-specific insights into contemporary marketing practices. The study also intends to bridge existing gaps in the literature by integrating established consumer behavior theories with emerging influencer marketing dynamics. Ultimately, the findings are expected to provide empirical evidence that can assist marketers and brand managers in designing effective, ethical, and targeted influencer marketing strategies aimed at enhancing purchase intentions among Gen Z consumers. Significance of the Study The significance of this study lies in its contribution to both academic research and managerial practice in the rapidly evolving domain of social media influencer marketing. From a theoretical perspective, the study enhances existing literature by offering a focused examination of Generation Z consumers, whose purchasing behavior differs markedly from that of earlier generations due to their digital nativity and preference for authentic online interactions. By empirically analyzing factors such as influencer credibility, perceived authenticity, trust, and parasocial interaction, the study extends established consumer behavior and communication theories within a contemporary digital marketing context. From a practical standpoint, the findings provide valuable insights for marketers, brand managers, and influencers seeking to optimize influencer marketing strategies for Gen Z audiences. The study also highlights the importance of ethical considerations, including transparency and responsible promotion, thereby supporting the development of sustainable and trust-based marketing practices.

Conclusion

This study provides a comprehensive examination of the impact of social media influencer marketing on purchase intentions among Generation Z consumers, offering valuable theoretical and practical insights into contemporary digital marketing practices. The findings demonstrate that influencer credibility, perceived authenticity, trust, and parasocial interaction play significant and positive roles in shaping Gen Z consumers’ purchase intentions. Among these factors, trust emerges as the most influential determinant, highlighting its central mediating role in transforming influencer endorsements into favorable behavioral intentions. The results further indicate that Generation Z consumers respond more positively to influencers who are perceived as genuine, relatable, and aligned with their values, reinforcing the importance of authenticity over mere popularity or follower count. Platform-specific analysis reveals that visually engaging and interactive platforms, particularly Instagram and , exert a stronger influence on purchase intentions, reflecting Gen Z’s preference for short-form, creative, and immersive content. The study also underscores the relevance of influencer typology, suggesting that nano- and micro-influencers may be more effective in driving engagement and conversions due to higher perceived relatability and trustworthiness. From a managerial perspective, the findings highlight the need for brands to adopt strategic influencer selection processes, prioritize transparency in sponsored content, and focus on long-term influencer–brand relationships rather than short-term promotional campaigns. Despite its contributions, the study is subject to certain limitations, including reliance on self-reported data and a cross-sectional research design, which may restrict causal inferences. Future research may extend this work by employing longitudinal or experimental approaches, exploring actual purchase behavior, and examining cross-cultural variations in Gen Z responses to influencer marketing. Overall, the study confirms that well-executed influencer marketing remains a powerful and relevant tool for influencing purchase intentions among Generation Z consumers in the digital era.