The Impact of Social Media Influencers on the Buying Behaviour of Gen Z

The model of advertising has been changing tremendously and social media is playing a crucial role in revolutionizing marketing strategy and to be adopted by companies to target different customer segments (Goyal, 2024). With an easy penetration of internet around the globe, social media users have been increasing year on year with a whopping number of 4.62 billion users worldwide in January 2024, almost above than 50 % population on this planet (Hirose,2022) and are expected to grow at an average rate of 3.7 % by 2025 (Oberlo, 2022). Active social media users currently in India is 755 million and is expected to grow to 1.17 billion within five years of span of time (Dixon, 2022) keeping in view of the expanding internet coverage at low rates in rural region of the country. People born between 1997 and 2012 are classified as generation Z who are technology savvy and born to live in digital world and spend time on social media exploring various products of different brands, giving feedback and reviews thus influencing brand value of products available on social media (Shaikh, 2022).