Exploring the dynamics of influencer marketing in shaping generation-y consumers' brand perceptions and purchase intentions

Influencer marketing has emerged as a powerful strategy in shaping brand perceptions and purchase intentions, particularly amongst Generation-Y consumers who are highly engaged with social media. This study investigated the impact of influencer marketing on the brand perceptions and purchase intentions of Generation-Y consumers in South Africa, a rapidly growing market for digital engagement. Through a quantitative approach, data were collected from 475 online respondents using a structured survey. The findings reveal that influencers significantly influence brand perceptions, enhancing brand reliability and appeal, which in turn increases purchase intentions. However, the study also identifies gaps in the integration of trust and authenticity in influencer content, which are critical factors driving consumer decisions. By examining the role of Social Learning Theory, the Elaboration Likelihood Model and para-social relationships, this research provides insights into the dynamics of consumer-influencer interactions. The study contributes to existing literature by offering a South African perspective on the effectivenessof influencer marketing as a strategic tool for brands aiming to engage with digitally savvy consumers. Future research should explore the long-term effects of these interactions on brand loyalty and the evolving landscape of influencer marketing.