The Influence of Influencer Marketing on Young Consumers' Buying Decisions

Author(s)	Ms. Smitha Nadiga, Dr. Srikanth Rajath K G
Country	India
Abstract	Social media influencers have become effective triggers of young consumers like Generation Z. It has changed the world of marketing, with influencers now using their own authenticity and credibility to influence their followers’ purchases. From carefully selected content, to storytelling and product recommendations, influencers deliver an unrealistic but seemly doable lifestyle for younger readers. Studies also show that young customers do not respond to ad messages more easily than they do to influencer recommendations: they take them as advice from other people and not commercial communication. It is trust that along with the social-proofing and FOMO (fear of missing out) affects their purchase intention. But there is a danger in this kind of marketing of authenticity, disclosure and the abuse of young, impressionable minds. This is something marketers, policymakers and parents need to know if they want to use this highly effective marketing tool ethically and to help protect children.
Keywords	Influencer, Generation Z, Credibility, Purchase intention, authenticity
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-05-18
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.44768
Short DOI	https://doi.org/g9kvbg

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research