Impact of Influencer Marketing on Gen Z Purchasing Decisions

Abstract

the marketing landscape has undergone a significant change in recent years. Traditionally, marketing relied on mass media and celebrity endorsements. With nearly 5 billion people using the internet globally, and 8 out of 10 actively engaging with social networks, marketers have had to adapt their strategies. One response to this online shift is influencer marketing, which leverages the influence of popular social media figures to reach target audiences. Influencer marketing campaigns are designed to tap into the power these individuals hold over their online communities. The rise of social media has given rise to a new generation of opinion leaderssocial media influencers. They cultivate large followings and leverage their influence to promote products and services. This is particularly relevant for Generation Z(Gen Z), born between 1997 and 2012; because of their digital savviness and scepticism towards traditional marketing. They often turn to social media influencers for product recommendation and brand insights, fostering a sense of trust and connection