ARCHIVES
VOL. 11, ISSUE 12 (2025)
A study on impact of influencer’s marketing on Generation Z consumer behaviour
Authors
Dr. Harish Kumar N
Abstract
Influencer marketing is becoming a popular tactic for maintaining
goodwill with millions of people. The rise of social media platforms such as
YouTube, Instagram, and others has made it easy to post authentic content and
tag the firms involved. Influencers and online superstars are becoming more and
more famous because of their solid online reputations and strong relationships
with followers, which allow them to influence consumers' decisions to buy. This
study's primary goal is to determine how influencers' traits and information
features affect "Z" customers' purchasing decisions in the Kolar
district. Purposive sample was used since the questionnaire responses from male
and female students or working adults between the ages of 13 and 28 are the
main subject of this research. As a result, respondents were personally asked
to complete the questionnaire. Ultimately, the sample size was reduced to 100
participants. To evaluate the data gathered for the analysis, a linear
regression was performed using SPSS software. A five-point Likert scale was
used to measure the data. The study found that social media influencers factors and media source
are significantly influencing on Buying behaviour of ‘Z’ Consumers in Kolar
district. In order for marketers
to develop strategies to reach the greatest extent possible in the future,
descriptive analytical research has shown to be very helpful in understanding
Generation Z's behavior with social media and influencer marketing.
Download
Pages:89-95
How to cite this article:
Dr. Harish Kumar N "A study on impact of influencer’s marketing on Generation Z consumer behaviour ". International Journal of Commerce and Management Research, Vol 11, Issue 12, 2025, Pages 89-95
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.