A Study on Role of Influencer Marketing in Shaping Gen Z Purchase Decision

Influencer marketing has emerged as one of the most effective digital marketing strategies in the modern business environment. With the rapid growth of social media platforms such as Instagram, YouTube, TikTok, and Snapchat, brands are increasingly collaborating with influencers to promote products and services among younger audiences. Generation Z consumers, born between 1997 and 2012, are highly active on digital platforms and rely heavily on online recommendations, reviews, and influencer-generated content while making purchasing decisions. This research paper examines the role of influencer marketing in shaping the purchase decisions of Generation Z consumers. The study aims to analyze the relationship between influencers and consumer buying behaviour, identify factors influencing consumer trust, evaluate the effectiveness of different social media platforms, and understand the impact of influencer marketing on brand awareness and customer engagement. The research uses both primary and secondary sources of data. Primary data has been collected through questionnaires and online surveys conducted among 100 Gen Z respondents. Secondary data has been collected from journals, articles, research papers, company reports, and digital marketing websites. The study follows a descriptive research design using convenience sampling techniques. The findings reveal that influencer marketing significantly impacts Gen Z purchasing behaviour. Consumers are strongly influenced by influencer recommendations, product reviews, tutorials, lifestyle content, and brand collaborations. The research also indicates that authenticity, relatability, transparency, and content quality are the most important factors influencing consumer trust in influencers. Furthermore, Instagram has emerged as the most influential platform for product discovery and purchasing decisions among Gen Z consumers. The study concludes that influencer marketing has become an essential tool for businesses to connect with younger consumers in the digital era. However, the effectiveness of influencer campaigns depends on maintaining authenticity, ethical promotions, and meaningful audience engagement.