THE IMPACT OF SOCIAL MEDIA INFLUENCER ON THE BUYING BEHAVIOUR OF GEN Z IN INDIA

As all will see closely on social media, the aspects of social media through social and influencers will work as a major role model for you. Generation Z — people born from 1997 to 2012 — are especially responsive to these online figures. As the internet usage is increasing rapidly in a country —India, particularly among youth, this research paper depicts the influence of social media influencers upon the buying behavior of Gen Z. Gen Z is probably the most connected generation, and plays a big part of their lives on social media apps like Instagram, Youtube and Tik Tok. This opened the birth gate of influencers—people that have the capacity to affect the views, set up the trends and influence consumer decisions. Using both qualitative and quantitative research methodologies, the study explore the relationship between influencers and Gen Z’s purchasing decisions, emphasizing essential elements including trust, authenticity, relatability and social proof. The result of this research prove that influencers play an important role in Gen Z's purchasing choices. When influencers share a product, it’s more than just an advertisement. Gen Z prioritize authenticity and relatability, which makes influencers who portray themselves as trustworthy and transparent all the more powerful. They also found that online influencers massively impact product categories lined up with fashion, beauty, technology, and lifestyle. Additionally, it is evident that peer influence and social proof continue to play a major role in shaping Gen Z’s choices, especially considering their tendency to want to keep up with the latest trends and utilize influencers as a validation tool. It found that influencers who establish authentic relationships with their fans — by wading through content that resonates with their audience’s values — are more successful in facilitating consumer action. Consequently, in order to engage Gen Z, brands must focus on authenticity in their marketing efforts and partner with those who are aligned with this generation's topics of interest and value. This study further highlights the changing dynamics of digital marketing in India with the evolution of influencers as instead of a digital tool, which has changed the type of youth-based strategies of effective marketing. Keywords: Social Media Influencers, Generation Z ( Gen Z), Buying Behavior, Digital Marketing, India, Consumer Engagement.