Effectiveness of Influencer Marketing on Gen-Z Consumers: A Cross-Segment Analysis

The rise of influencer-driven communication has reshaped contemporary marketing and significantly altered how brands engage with younger consumers. Gen-Z, a cohort marked by digital nativity, short attention spans, and a preference for authenticity, is particularly responsive to influencer content, making it an important market segment for strategic research. The present study examines the effectiveness of influencer marketing on Gen-Z consumers through a cross-segment analytical approach within an Indian urban context. Using a sample of 50 respondents aged 18 to 26 years, the study evaluates how influencer trust, content credibility, platform preference, and purchase intention intersect to shape consumer decision-making. A structured questionnaire was employed, followed by descriptive statistics, correlation analysis, and thematic interpretation of respondent opinions. The findings indicate that perceived authenticity and relatability of influencers have a significantly stronger impact on purchase intention than traditional advertising cues. Instagram emerged as the most influential platform among participants, followed by YouTube and emerging short-video portals. The results further reveal that micro-influencers are perceived as more trustworthy than celebrity influencers, particularly in categories such as fashion, beauty, lifestyle, and affordable technology. The study concludes that influencer marketing is a highly effective promotional strategy for brands targeting Gen-Z, provided the content is credible, transparent, and aligned with consumer identity. Recommendations for marketers and future research directions are also presented.