The Influence of Social Media Advertising on the Consumer Behavior and Purchase Intention of Gen Z.

Abstract

This study examines the role of social media influencer marketing in affecting Generation Z consumers' buying behaviour. As digital platforms continue to influence modern consumer culture, it is becoming pertinent for marketers to derive insights from how this group of energetic and technologically savvy humans responds to the influencer-driven genre of content. The research uses a mixed-methods methodology combining quantitative data from a structured online survey with qualitative data from semi-structured interviews to attain a holistic view of consumer attitudes and behaviors. Findings point to the great influence that credibility, trustworthiness, and reliability of an influencer have on a purchase intention, which is often anchored in some emotional response like the fear of missing out (FOMO).

The study finds that there is a tendency toward influencers who uphold values similar to those of their followers, emphasizing the concept of personal connection and identity in the effectiveness of marketing. Moreover, participants speak of increasing distrust towards fake or commercialized advertising, opening the door for influencer accountability and ethical practices. This knowledge, while contributing to literature, does so by bringing context to the global trends of influencer marketing in the fast-evolving digital world and provides implications for brands wanting to spend means-full engagement with Generation Z through social media.