“Influencer Marketing Effectiveness on Gen Z Purchase Intentions”

ABSTRACT This study explores the effectiveness of influencer marketing on Gen Z's purchase intention. Platforms like Instagram, TikTok, and YouTube have empowered influencers to affect brand visibility and consumer decisions. Using a structured questionnaire and quantitative analysis, this study finds that credibility, relatability, and content frequency significantly influence purchase behavior. The study offers strategic insights for marketers to optimize influencer collaborations. Keywords:- Influencer, Effectiveness , Gen Z, Purchase, Intentions, TikTok, Youtube

Authors

Publication Details

Journal
INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT
Published
2025-06-13
DOI
https://doi.org/10.55041/ijsrem50490
Primary Topic
Digital Marketing and Social Media
Type
article
Field-Weighted Citation Impact
0.00
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article

“Influencer Marketing Effectiveness on Gen Z Purchase Intentions”

HARSH PARASHAR
INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT
Digital Marketing and Social Media
article

“Influencer Marketing Effectiveness on Gen Z Purchase Intentions”

HARSH PARASHAR
article en

Abstract

ABSTRACT This study explores the effectiveness of influencer marketing on Gen Z's purchase intention. Platforms like Instagram, TikTok, and YouTube have empowered influencers to affect brand visibility and consumer decisions. Using a structured questionnaire and quantitative analysis, this study finds that credibility, relatability, and content frequency significantly influence purchase behavior. The study offers strategic insights for marketers to optimize influencer collaborations. Keywords:- Influencer, Effectiveness , Gen Z, Purchase, Intentions, TikTok, Youtube

INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENTVol. 09(06)
Openalex Percentile: Top 82%
Digital Marketing and Social Media
DOIOpen Access PDFOpenAlex
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“Influencer Marketing Effectiveness on Gen Z Purchase Intentions” — HARSH PARASHAR · INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT (2025) | TGRS Research Map | TGRS