Impact of Influencer Marketing on Brand Awareness Among Gen Z Consumers

In the current era of widespread digital engagement, influencer marketing has emerged as a leading approach for brands to connect with younger consumers. Unlike conventional advertising that tends to be one-directional and corporate, influencer marketing leverages individuals who have cultivated credibility and emotional rapport with their online communities. A quantitative survey of 100 Gen Z respondents aged 18–25 was conducted through Google Forms, focusing on their interactions with influencers, their trust in influencer recommendations, and how these interactions influence brand awareness. The study found that around 75% of respondents follow influencers daily, and 68% have discovered new brands through their posts. Authenticity, transparency, and content quality were identified as major drivers of trust and engagement. The findings indicate that influencer marketing goes beyond simple product promotion—it represents a form of social storytelling that connects emotions, experiences, and values. For Gen Z, influencers function as relatable communicators who bridge the gap between brands and consumers. This study highlights how authenticity-driven partnerships can enhance brand awareness, loyalty, and long-term consumer trust.