THE IMPACT OF SOCIAL MEDIA INFLUENCER STRATEGIES ON GEN Z CONSUMER BEHAVIOUR

The study explored the effect of social media influencer tactics on Gen Z consumer behaviors. The results revealed that there is indeed a significant influence that can be exerted by social media influencers on purchasing behavior of Gen Z. Most of the participants are followers of social media influencers and have also made purchases from these individuals. The aspects such as content quality, relatability, transparency, and consistency were identified to be some of the aspects that draw consumer attention. As far as the type of content that is most appealing, lifestyle and product review posts stood out. In addition, the role of influencers in promoting brand awareness and discovery of new brands was revealed in the results.

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