International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 3 (May-June 2025) Submit your research before last 3 days of June to publish your research paper in the issue of May-June.
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Volume 7 Issue 3
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The Impact of Influencer Marketing on Gen Z's Purchase Decisions in the Fashion Industry"

Author(s) Mr. Advik Bhargava
Country India
Abstract This study explores the evolving influence of social media-based influencer marketing on the purchase behavior of Generation Z within the fashion industry. Drawing from a comprehensive review of recent academic and industry literature, the research highlights the key psychological and behavioral mechanisms such as authenticity, parasocial interaction, and social proof that underpin Gen Z's engagement with fashion influencers across platforms like TikTok, Instagram, and YouTube. The paper examines core impact areas including brand perception, trust formation, purchase intent, and trend adoption, while also analyzing platform-specific dynamics and content strategies. Case studies of successful campaigns by brands like Zara, H&M, and SHEIN illustrate real-world applications. Additionally, the study acknowledges emerging challenges such as over-commercialization, greenwashing, and the mental health implications of digital influence. It concludes with future-forward insights, noting a shift toward nano-influencers, community-led branding, and AI-driven content. The findings provide valuable recommendations for fashion brands seeking to build authentic, meaningful connections with Gen Z consumers.
Keywords Influencer marketing, Generation Z, fashion industry, purchase behavior, social media, brand perception, parasocial interaction, authenticity, TikTok, trend adoption
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-01
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.46455
Short DOI https://doi.org/g9m2fp
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E-ISSN 2582-2160
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