Impact of Influencer Marketing on Purchase Decision of Gen Z: A Study on Boat Lifestyle

Influencer marketing is an important part of digital marketing, especially among Generation Z consumers, as they are highly engaged in using social media platforms. The main aim of the current study is to examine the impact of influencer marketing on Generation Z consumers’ purchase decisions, especially in the case of the boAt Lifestyle brand, which is a well-known consumer electronics brand in India. The current study is based on the descriptive method of research and primary data collection methods. The results of the current study revealed that influencer marketing is an important part of digital marketing, especially among Generation Z consumers, as they are highly engaged in using social media platforms. The results revealed that the authenticity, relatability, and trustworthiness of the influencers are important aspects that have an impact on the consumers’ perceptions of the brand. The results revealed that the promotional content posted by the influencers is negatively related to the consumers’ perceptions of the brand. The current study concluded that the influencer marketing strategy is an important part of digital marketing, especially among Generation Z consumers, as long as the brand maintains its authenticity and transparency. The current study provides important insights to the marketers in the development of an effective influencer marketing strategy.