Exploring The Role Of Influencer Marketing In Shaping Consumer Behaviour In The Age Of Social Media Among Generation Z

Abstract

The study observes how common platforms, like Instagram, Snapchat along with Facebook, shape what Generation Z buys and what they think about brands. Research centers on how creators, who act as modern salespeople, affect this group. The group shows a clear digital presence.The study used a quantitative design - it distributed structured surveys to Generation Z individuals who use social media often. The purpose was to learn how often they interact with influencers, how much they trust them, and how such interaction changes what they buy. The reactions went through analysis using structural equation modeling (SEM). This showed that influencer marketing plays a part in shaping buying decisions among this age group. When a message from an influencer speaks to a viewer's personal values and lifestyle choices, it results in a strong connection to a brand and a high desire to buy.The study also found that too much promotional material from influencers can lessen the effect. This suggests that the message's quality and tone matter more than just how visible it is. Important elements for successful influencer engagement included relatability, trustworthiness as well as authenticity - these promote more consumer belief and responsibility.From a practical view, this information helps brands create more effective influencer campaigns. Strategies that stress a deep understanding of transparency, consistency in addition to Generation Z's digital behavior usually build lasting consumer relationships.This research adds to the growing conversation in academics, advertising next to marketing. It offers a broad, data supported understanding of how influencer marketing works within Generation Z's online buying culture.