Authors: Mrs. S. Manjula, Mrs. V. Suganya, Dr. J. Jayasudha, Dr. S. Vanitha
Abstract: Digital marketing has become a central driver of consumer behavior, particularly among Generation Z (Gen Z), who are digitally immersed and highly active on social media platforms. This study investigates the influence of digital marketing, with a specific focus on influencer marketing, on the purchase intentions of Gen Z consumers in emerging markets. Gen Z differs from previous generations in that they prioritize peer recommendations, authentic storytelling, and credible influencers over conventional advertising. The research examines the effect of key influencer characteristics—credibility, trustworthiness, authenticity, and perceived expertise—on Gen Z’s attitudes, trust, and actual purchase behavior. In addition, the study explores the moderating role of peer influence and social validation, including likes, shares, and follower interactions, in shaping purchase decisions. A quantitative survey-based methodology was employed, collecting 300 valid responses from Gen Z participants across major urban centers in India. Constructs were measured using structured Likert-scale questionnaires, and data were analyzed using regression and chi-square techniques. Results indicate that influencer credibility significantly predicts purchase intentions, while trustworthiness and authenticity strengthen emotional engagement and positive brand perception. Perceived expertise positively affects actual purchasing behavior, and social validation through digital communities further amplifies consumer decisions. The findings underscore that influencer marketing is not merely a promotional tool but a strategic mechanism that shapes values, trust, and behavior among young consumers. For marketers in emerging markets, campaigns emphasizing authenticity, content relevance, and transparency generate higher engagement and conversion rates. The study concludes by recommending that brands adopt long-term relationship-building strategies with influencers to align with Gen Z’s values and enhance sustainable consumer engagement.
