Effectiveness of Influencer Marketing on Gen Z Consumers in China

Influencer marketing has taken over the global market especially in China. Social media platforms such as Weibo, Xiaohongshu and Douyin have significantly changed market trends. This study investigated the extent to which influencer marketing impacts the Gen Z consumers in China because this generation is more tech-savvy and has substantial buying power. This dissertation focused reviewing consumer behavior to understand the effects of influencer marketing on Gen Z’s buying behavior and their brand loyalty. The results demonstrate that influencer marketing is ideal for targeting the Gen Z consumers in China, but only if certain parameters like authenticity, relatability, platforms, and cultural sensitivity are taken into consideration. These are critical aspects for any brand that want to use influencer marketing effectively to target Gen Z consumers in China.