THE IMPACT OF INFLUENCER MARKETING ON CONSUMER BUYING BEHAVIOR: A Study on Gen Z

Abstract: This study examines how influencer marketing impacts the Gen Z consumer purchasing behavior. Since they are digital natives, Gen Z gravitates towards media platforms such as Instagram, YouTube, and TikTok for entertainment as well as gathering information. This renders influencer marketing a strong force in determining their purchasing decisions.The research centers on the influence of influencer traits—credibility, authenticity, and content significance—on the purchase intentions of Gen Z, as well as the effectiveness of different platforms. A systematic questionnaire was employed to gather information about a representative sample of Gen Z users, investigating variables such as influencer trustworthiness, platform preference, and the perceived effect of endorsement from influencers. Employing a quantitative research methodology, the data seeks to determine major influencers of Gen Z consumerism that social media has, as well as provide insights for marketers seeking to develop successful influencer marketing campaigns targeted toward Gen Z's tastes to improve engagement and conversion rates. In addition, the research is beneficial to scholarship by providing answers to deficiencies in how certain platforms and influencer characteristics influence young consumers' buying behavior in the current digital age. Keywords: Influencer Marketing, Gen Z, Consumer Buying Behavior, Social Media Platforms, Influencer Credibility, Purchase Intentions, Quantitative Research.