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ArticlePeer ReviewedOpen AccessPlagiarism Passed
Paper ID:IJSREM50490

Influencer Marketing Effectiveness on Gen Z Purchase Intentions

Stream/Area:

-

Subject:

-

Paper ID:

IJSREM50490

Volume:

9 |

6 |

Jun 2025

Pages:

Publication Frequency:

Monthly (12 issues per year)

DOI
Digital Object Identifier
10.55041/ijsrem50490

License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.

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HP

HARSH PARASHAR

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Abstract

This study explores the effectiveness of influencer marketing on Gen Z’s purchase intention. Platforms like Instagram, TikTok, and YouTube have empowered influencers to affect brand visibility and consumer decisions. Using a structured questionnaire and quantitative analysis, this study finds that credibility, relatability, and content frequency significantly influence purchase behavior. The study offers strategic insights for marketers to optimize influencer collaborations.

KEYWORDS

Influencer Effectiveness Gen Z Purchase Intentions TikTok Youtube

Cite This Article

HARSH PARASHAR, "Influencer Marketing Effectiveness on Gen Z Purchase Intentions," International Journal of Scientific Research in Engineering and Management, vol. 9, no. 6, Jun 2025. https://doi.org/10.55041/ijsrem50490

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Publication Date

6/13/2025

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Double-Blind Peer Review

Review Rounds: 2

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Conflict of Interest

The authors declare no conflict of interest related to this research work.

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No funding information available for this research.

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