The Impact Of Influencer Marketing On Purchase Intention Among Gen Z

Abstract

This study aimed to determine the impact of influencer marketing on social media platforms on the purchasing intention of Generation Z consumers represented in the study sample. The research is based on a structural model comprising two main variables: influencer marketing as the independent variable, measured by six key dimensions (influencer expertise, influencer trustworthiness, influencer attractiveness, content quality, engagement, and the impact of the digital platform type), and purchasing intention as the dependent variable. To achieve the study's objectives, an electronic questionnaire was designed and distributed to a convenience sample of Generation Z social media users. The sample consisted of 200 respondents. The statistical software SPSS version 26 was used to process and analyze the data statistically, employing methods such as the arithmetic mean, standard deviation, and multiple linear regression to test the main and sub-hypotheses. The study yielded several key results, most notably: - There is a statistically significant impact of influencer marketing (with all its dimensions combined) on the purchase intentions of Gen Z in the study sample. - Influencer Expertise has a statistically significant impact on the purchase intentions of Gen Z. - Influencer Trustworthiness has a statistically significant impact on enhancing the purchase intentions of Gen Z. - Influencer Attractiveness has a statistically significant impact on stimulating the purchase intentions of Gen Z. - The provided Content Quality has a statistically significant impact on building the purchase intentions of Gen Z. - Engagement & Interaction has a statistically significant impact on activating the purchase intentions of Gen Z. - The type of Social Media Platform used has a statistically significant impact on accelerating the purchase intentions of Gen Z.