A STUDY ON INFLUENCER MARKETING AND ITS EFFECT OF GEN Z’S BUYING BEHAVIOR AT MYLAPORE

Abstract

Influencer marketing has emerged as one of the most effective digital marketing strategies in recent years. Social media influencers play a significant role in shaping consumer attitudes, preferences, and purchasing decisions, particularly among Generation Z consumers. The present study aims to examine the effectiveness of influencer marketing and its impact on Gen Z purchasing decisions. The study focuses on understanding the level of exposure of Gen Z consumers to influencer marketing, analysing the factors influencing trust and engagement with influencers, investigating the relationship between influencer recommendations and purchasing behaviour, and examining the impact of influencer marketing on brand awareness and impulse buying behaviour. Primary data were collected from 150 respondents in Mylapore, Chennai, using a structured questionnaire. The collected data were analysed using Percentage Analysis, Chi Square Test, One Sample T-Test, Correlation Analysis, and One Way ANOVA. The findings reveal that influencer marketing has a significant influence on consumer trust, engagement, brand awareness, and purchasing behaviour. The study also found a positive relationship between influencer marketing and Gen Z purchasing decisions. Influencer recommendations, authentic content, and transparent communication were identified as important factors affecting consumer buying behaviour. The study concludes that influencer marketing serves as an effective promotional tool for businesses seeking to reach and influence Generation Z consumers.

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