Authors: Vartika Pal, Pankaj Lalwani
Abstract: Generation Z (born ~1997–2012) relies heavily on social media for information and product discovery. This study examines how social media influencers (SMIs) affect Gen-Z purchase decisions, focusing on influencer credibility, authenticity, parasocial interaction, and content type. Using a cross-sectional survey of Gen-Z social media users and quantitative analysis (factor analysis, regression, mediation testing), the paper explores which influencer attributes most strongly drive purchase intention and actual purchase behavior. Findings are intended to guide marketers on influencer selection and campaign design.
DOI: https://doi.org/10.5281/zenodo.19945455
