Influence of the Influencer: Decoding the Credibility of Influencers Among College Students.

As the first “digitally native” cohort, Gen Z's upbringing amidst rapid technological advancements has shaped their attitudes, preferences, and decision-making processes in unprecedented ways. In 2023, e-commerce sales accounted for 20 percent of total sales in financial markets. This increase creates an urgency for understanding the different ways in which Gen Z interacts with retail. The study aims to investigate the mechanisms through which social media influencers have emerged as influential figures by addressing the fundamental mechanisms that drive social engagement and purchase behaviours. The study investigated theoretical mechanisms such as self-determination theory, social influence theory, social comparison theory, and personality. Participants of the online survey were convenience and snowball sampled from Pacific University’s College of Arts and Sciences using emails and text messages, as well as through social media platforms. Results of this study yielded significant results, finding a positive correlation between social comparison and informed consumer behavior, a negative correlation between self-esteem and engagement with influencer content and marketing, a negative correlation between social comparison and self-esteem, and significant differences in the levels of self-determination and trait conscientiousness between individuals who reported following influencers and those who did not. Understanding these results may provide valuable insights for businesses seeking to effectively engage with Gen Z consumers in the digital marketplace.