Authors: Bindu Tripathi Pandey Assistant Professor, Neetesh Dangi, Suhani Thagele
Abstract: In this study, structural effects of influencer marketing on consumer behavior of Generation Z (1997–2012) have been analyzed, particularly the effect of digital opinion leaders in shaping brand perceptions and purchase intentions. Born in the digital age, Generation Z consumers show increased levels of skepticism towards conventional forms of commercial advertising, depending mostly on social media sites like Instagram, TikTok, and YouTube for recommendations and discoveries. Using a descriptive and analytical research design based on the Stimulus-Organism-Response (S-O-R) model, Source Credibility Theory, and Parasocial Interaction Theory, this paper analyses the major factors affecting influencer persuasion. Primary data collection was done using a structured closed-ended questionnaire distributed among 384 Generation Z consumers using purposive sampling. Data were analyzed using IBM SPSS Statistics employing descriptive statistics, reliability test using Cronbach’s alpha, Pearson’s bivariate correlation, and multiple linear regression analysis. The empirical results indicate that the influencer’s credibility, authenticity perception, and relational empathy have a statistically significant positive impact on the purchase intention of Gen Z consumers (R² = 0.614, p < 0.001). Moreover, the micro-influencers exhibited higher levels of engagement and trust conversion than macro- and celebrity influencers, owing to their parasocial connection and perceived expertise. On the other hand, commercialization and concealment of sponsorship deals were found to severely undermine the level of brand trust. Thus, the study suggests that authenticity and interactivity become essential mediators in transforming online visibility into purchase intention. Drawing on the conclusions from the research, this article presents a set of recommendations for brand managers on how to effectively select influencers, choose content type, and build transparent communication for the Gen Z audience.
