Impact of Social Media Influencers on Fmcg Buying Behaviour among Generation Z Consumers in Erode District, Tamil Nadu

Chi Nanjappa; J Lavanya

doi:10.36948/ijfmr.2026.v08i05.87612

Impact of Social Media Influencers on Fmcg Buying Behaviour among Generation Z Consumers in Erode District, Tamil Nadu

Author(s)	Prof. Dr. Chi Nanjappa, Ms. J Lavanya
Country	India
Abstract	Social media has become an important source of information for Generation Z consumers while making decisions about fast-moving consumer goods (FMCG). Social media influencers play an increasingly important role in shaping consumer perceptions because they regularly communicate product-related information, reviews, recommendations and personal experiences through digital platforms. The present study examines the impact of social media influencers on FMCG purchase intention among Generation Z consumers in Erode District, Tamil Nadu. The study is based on the Source Credibility Model and Celebrity Influence Model. Perceived attractiveness, perceived expertise and perceived trustworthiness are considered the major characteristics of social media influencers. Para-social relationship and followers' identification are considered as important psychological mechanisms influencing purchase intention. The study adopted a descriptive and analytical research design. Data were considered from 388 Generation Z consumers in Erode District. A structured questionnaire was used for the collection of primary data. The study examines the relationships between influencer characteristics, para-social relationship, followers' identification and purchase intention. The results presented in the model indicate positive relationships among the major constructs. Perceived attractiveness, perceived expertise and perceived trustworthiness have positive relationships with para-social relationship, followers' identification and purchase intention. Para-social relationship also shows a positive relationship with followers' identification and purchase intention. The study further examines the mediating role of para-social relationship and followers' identification. The findings highlight the importance of influencer credibility and psychological connection in influencing the FMCG purchase intention of Generation Z consumers.
Keywords	Social Media Influencers, Generation Z, FMCG, Purchase Intention, Perceived Attractiveness, Perceived Expertise, Perceived Trustworthiness, Para-social Relationship, Followers' Identification.
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-12
DOI	https://doi.org/10.36948/ijfmr.2026.v08i05.87612

View / Download PDF File

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

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

Impact of Social Media Influencers on Fmcg Buying Behaviour among Generation Z Consumers in Erode District, Tamil Nadu

Share this