Unmasking the influencers: Impact of social media personalities on Gen Z buying decisions

Abstract

This study explores the impact of social media influencers on Generation Z's purchasing decisions, focusing on the role of age, content engagement, and influencer authenticity. Using a quantitative approach, the research examined several hypotheses related to the frequency of exposure to influencer content, platform usage, content preferences, and purchase behaviour among Generation Z. The results revealed weak correlations between age and key behaviours such as platform usage and purchasing decisions, suggesting that age may not be the dominant factor driving engagement with influencer content. Instead, the study highlights the significance of authenticity, content relevance, and platform-specific dynamics in shaping Generation Z’s consumer behaviour. The findings challenge traditional demographic-based models, indicating that psychographic factors and personalized marketing strategies are more effective for engaging this audience. Practical implications for marketers include the need to focus on influencer credibility, consistent exposure to relevant content, and a deep understanding of platform-specific engagement patterns. The study also offers theoretical contributions by questioning the centrality of age in influencer marketing models and suggesting the need for a more holistic, nuanced approach to understanding Generation Z's purchasing behaviour. Future research should explore other demographic factors, psychographic segmentation, the influence of different types of influencers, and cross-cultural comparisons to further enrich our understanding of social media’s impact on consumer decisions.