International Journal For Multidisciplinary Research

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Influencer Marketing and Its Impact on Gen Z Purchase Decisions

Author(s) Ms. ADITI VIJAY CHANDGUDE
Country India
Abstract The use of digital commerce in India has shifted from mere advertising; it is becoming all about trust. With the rise of social media sites like Instagram and YouTube among Gen Z consumers (age group of 18-27), there has emerged a new breed of tastemakers who act as the face of brands on these media sites. Unlike the preprogrammed celebrity advertisements that were popular in previous generations, influencer marketing works because it involves authentic and relatable interactions and parasocial intimacy that appeal greatly to consumers who grew up in the digital era.
In this study, the research seeks to understand the influence of influencer marketing on the purchase decisions of Indian Gen Z consumers. The focus of this study will be the psychological and behavioral aspects including authenticity, credibility, trust, relatability, engagement on social media and transparency regarding sponsored content.
A mixed-method research approach was used, where a questionnaire-based online survey conducted on 102 Gen Z participants from India, along with a systematic review of eight articles selected from the Indian and international literature on influencer marketing, was used. Descriptive percentage analysis and pattern identification were used for analyzing quantitative data. The secondary sources helped to establish a theoretical framework and provide comparisons.
From the results, it is clear that authenticity plays a crucial role in building trust and purchase intentions amongst Gen Z consumers. Influencers who were honest about the products, shared information regarding the drawbacks, openly spoke about brand collaboration, and were consistent in presenting themselves as relatable personalities were trusted more by Gen Z participants. Instagram was the leading social media platform that played a pivotal role in influencing the purchasing decisions made by Gen Z consumers. Short videos, such as Reels and Stories, garnered the highest engagement and conversions from viewers. Over 69% of Gen Z participants trusted micro-influencers more than celebrity influencers (macro-influencers).
What came into focus was an intriguing behavioural paradox. While a significant number of Gen Z consumers were convinced that their purchases were based on rational considerations, the reality revealed that more than 64% of them had made impulsive purchases driven by the content produced by influencers. The tendency for such behaviour was strongest when it came to buying clothes, beauty/skincare products, and food, proving the effectiveness of visual content that tells a story in influencing consumer choices.
Such insights bring with them crucial lessons for brands, marketers, and social media platforms active within the Indian digital economy. Authentic and consistent influencer marketing not only serves as an advertising medium, but it becomes a truly effective means of building brand image, defining one's lifestyle aspirations, and shaping consumer identity.
Keywords Influencer Marketing, Gen Z, Purchase Intention, Authenticity, Trust, Impulse Buying, Social Media, Instagram, Micro-Influencer, Digital Consumer Behaviour, India
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-04-24
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E-ISSN 2582-2160
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