IMPACT OF INFLUENCER MARKETING ON THE PURCHASE INTENTION OF GEN Z CONSUMERS IN INDIA

This study analyses the effectiveness of influencer marketing on the purchase intentions of Generation Z consumers in India. It focuses on trust and authenticity as key factors. Amid India's rapid digitalization, influencer marketing has emerged as a reliable technique for engaging Generation Z, a technologically-savvy demographic that extensively utilizes social media. The study aims to investigate the impact of influencer marketing exposure, along with the roles of trust and authenticity, on the efficacy of marketing efforts in influencing purchasing behavior. A quantitative methodology was employed, utilizing a survey to collect data from Indian Gen Z customers. Pearson's correlation analysis was used to investigate the relationships among social media usage, trust, authenticity, and purchasing behavior. The findings indicate that although exposure to influencer content does not markedly increase purchases, trust exhibits a robust positive association with purchase frequency, whereas authenticity contributes to fostering trust and shaping consumer choices, although in a less direct manner. The findings suggest that brands looking to engage Indian Gen Z consumers should prioritize trust-building through collaborations with credible influencers who maintain authenticity. Trust is the most significant driver of purchase intentions, with authenticity acting as a supporting factor in establishing this trust. These insights are valuable for marketers seeking to develop effective influencer marketing strategies that resonate with India's diverse and digital-first Generation Z audience.