The Impact of Influence Marketing on Gen Z Consumer Behaviour

This paper explores the impact of influencer marketing on Gen Z consumer behaviour, focusing on key challenges such as authenticity, cultural sensitivity, and the promotion of sustainable practices. It highlights how influencers shape purchasing decisions, mental health awareness, and social values, while also discussing the risks of parasocial relationships and FOMO-driven marketing. The paper emphasises the need for brands to foster genuine, long-term partnerships with influencers and align campaigns with Gen Z’s values of transparency and ethical consumption. Ultimately, it concludes that successful influencer marketing requires adaptability and responsible messaging to build trust and loyalty with this discerning demographic.