International Journal For Multidisciplinary Research

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

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Volume 8 Issue 4
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Effectiveness of Influencer Marketing among Generation Z: a Study with Reference to Mysore District

Author(s) Dr HARISH D
Country India
Abstract Abstract
Influencer marketing has emerged as one of the most powerful digital marketing tools for reaching Generation Z, a cohort born between the late 1990s and early 2010s that has grown up immersed in social media. The present study examines the effectiveness of influencer marketing among Generation Z consumers in Mysore district, Karnataka, with specific reference to three dimensions: influencer credibility, influencer expertise, and content quality. Primary data were collected from 165 Generation Z respondents aged 18–28 years using a structured questionnaire on a five-point Likert scale. One-sample t-tests and chi-square goodness-of-fit tests were applied to test the hypotheses. The results reveal that all three dimensions score significantly above the scale midpoint, with content quality recording the highest construct mean (4.03), followed by influencer expertise (3.89) and influencer credibility (3.87), each significant at the 1 per cent level. The chi-square test confirms that platform preference is not uniformly distributed (χ² = 145.291, p < .001), with Instagram (46.1%) and YouTube (29.1%) dominating usage. The study concludes that influencer marketing is highly effective among Generation Z in Mysore district and suggests that marketers prioritise creative, informative content delivered through credible, category-expert influencers on Instagram and YouTube.
Keywords Keywords: Influencer Marketing, Generation Z, Credibility, Expertise, Content Quality, Mysore District
Field Mathematics > Economy / Commerce
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-07-21
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.84104
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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