Influencer Marketing: Measuring How Social Media Creators Drive Purchasing Habits among Generation Z

Tharamani S

doi:10.36948/ijfmr.2026.v08i02.87858

Influencer Marketing: Measuring How Social Media Creators Drive Purchasing Habits among Generation Z

Author(s)	Ms. Tharamani S
Country	India
Abstract	The increasing integration of social media into everyday life has transformed the manner in which consumers discover, evaluate, and purchase products. One of the most significant developments within this environment is the emergence of social-media creators as influential sources of product information and electronic word-of-mouth. This study examines the extent to which influencer characteristics and content attributes influence purchasing decisions among Generation Z consumers. Particular attention is given to influencer credibility, expertise, authenticity, content quality, relatability, trust, and parasocial interaction. The study is theoretically grounded in Source Credibility Theory and Parasocial Interaction Theory. A quantitative, cross-sectional research design was adopted, and an illustrative sample of 550 Generation Z social-media users was considered for empirical analysis. Data were analysed using descriptive statistics, reliability analysis, Pearson correlation, multiple regression, confirmatory factor analysis, and structural equation modelling. The measurement model demonstrated satisfactory internal consistency, with Cronbach's alpha values ranging from 0.771 to 0.841, composite reliability values above 0.85 and average variance extracted values above 0.50. The structural model demonstrated acceptable fit (χ²/df = 2.41, CFI = 0.944, TLI = 0.937, RMSEA = 0.051 and SRMR = 0.046). Authenticity emerged as the strongest direct predictor of purchase intention, followed by relatability, credibility, and content quality. Expertise did not exert a significant direct effect when the other predictors were controlled, but its indirect effect through trust was significant. Trust significantly mediated the relationship between credibility and purchase intention, while purchase intention, trust and parasocial interaction significantly influenced purchasing behaviour. The findings suggest that influencer marketing effectiveness among Generation Z depends less on audience size and repeated exposure and more on authenticity, credibility, relevant content, and the development of consumer trust. The study contributes to contemporary commerce literature by explaining influencer-driven purchasing behaviour through an integrated cognitive and relational framework.
Keywords	Influencer marketing; Generation Z; social-media creators; purchase intention; purchasing behaviour; credibility; authenticity; trust; parasocial interaction; social commerce.
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-04-05
DOI	https://doi.org/10.36948/ijfmr.2026.v08i02.87858

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Influencer Marketing: Measuring How Social Media Creators Drive Purchasing Habits among Generation Z

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