Effect of Influencer Marketing on Buying Behavior of Gen Z Consumers

Abstract

Despite being a significant digital communication tool to target Generation Z, influencer marketing effectiveness relies on more than a number of followers or exposure. This study investigates the impact of influencer credibility, authenticity and trustworthiness, expertise, product-influencer fit and consumer engagement on Gen Z buying behavior. A structured five-point Likert scale questionnaire and a sample of 262 social-media users in Gen Z (18 to 36 years) are used to design the quantitative, descriptive and analytical design. Descriptive statistics, Cronbach's alpha, Pearson correlation and multiple regression are used in the analytical model. All the scales in the analysis of 262 cases presented in this draft have acceptable reliability (alpha = .835 – .867) and each of the predictor variables is positively related with purchasing behavior. The regression model accounts for 48.4% of these variances in buying behavior. The most significant predictors are influencer credibility (beta = .288) and product-influencer fit (beta = .279); authenticity and trustworthiness, engagement, and expertise rank next. Based on the study, the influencers that resonated most with Gen Z were those who were credible, relevant to the first product being promoted, transparent and engaging. The insights provide actionable advice on how to choose influencers and create better digital campaigns