INFLUENCER TRUST AS A FACTOR IN GENERATION Z PURCHASING BEHAVIOR: MARKETING MECHANISMS OF INFLUENCE

The digitalization of marketing communications has strengthened the role of influencer marketing in shaping Generation Z purchasing behavior. The purpose of this study is to identify and systematize the mechanisms through which influencer marketing affects consumer decisions, develop a conceptual model of this influence, and formulate practical recommendations for business. The study combines analysis of scientific literature, content analysis of marketing reports and influencer campaigns, comparative analysis of social media platforms, and statistical analysis of consumer trust, audience engagement, and purchase intentions. International reports and previous empirical studies were analyzed to compare Instagram, TikTok, YouTube, influencer categories, and brand–influencer cooperation formats. The conceptual model integrates influencer characteristics, consumer trust, content authenticity, audience engagement, psychological mechanisms, and platform features with consumer decisionmaking. The findings show that influencer marketing effectiveness depends primarily on trust, authenticity, perceived expertise, audience relevance, and personal product experience rather than follower numbers. Instagram is more suitable for broad reach and visual brand communication, TikTok for audience engagement, and YouTube for detailed product information and more considered purchasing decisions. Nano- and micro-influencers demonstrate greater potential for building trust and stimulating purchase intentions, while product reviews and demonstrations of personal experience are more persuasive than direct advertising. The theoretical contribution lies in systematizing the mechanisms linking influencer characteristics, communication formats, consumer trust, and platform features with Generation Z purchasing behavior. The practical significance consists in providing a basis for selecting influencers, digital platforms, and cooperation formats according to marketing objectives. The findings support the development of more authentic and trust-oriented digital marketing strategies for Generation Z.