Influencer ́s Impact : The Impact of Social Media Influencers on Gen Z ́s Buying Decision Within the Beauty and Fashion Industry: A Quantitative Study

Abstract

This study aims to explore the understanding of influencer marketing while gaining insights into the role of influencers in shaping the buying decisions of Gen Z within the fashion and beauty industry. This study highlights the role of influencers in marketing as well as the factors that influence Gen Z to follow social media influencers.

The survey method has been used to collect data and content analysis has been used as the data analysis method. The results of the survey are formed on the basis of the answers to a questionnaire from the adult Gen Z (20-27) of Vaasa. From the results, it can be concluded that the influencers are very influential in creating brand awareness among the Gen Z, but it might not always lead to purchase intention. The role of an influencer can be to increase brand awareness to reach out to more people and expand marketing. Influencer ́s source credibility like expertise found to be the key reason to follow social media influencers. This study will be beneficial to new entrepreneurs and companies of vaasa to get to know the effectiveness of influencer marketing and help them choose a suitable marketing strategy for their company.