Impact of Social Media Influencers on Purchase Decisions Among Indian Gen Z

This study aims at uncovering how social media influencers influence the decision-making process of Indian Gen Z consumers to purchase. In the modern online society, social media platforms such as Instagram and YouTube have taken a vital role in the lives of people, particularly the youth, and influencers on these platforms have significant influence on opinion, preference, and purchasing behaviour. The primary goal of the research is to investigate the influence of the credibility of the influencers, their authenticity, level of emotional attachment, and the type of influence on the purchase decisions of Gen Z consumers in India.
A descriptive research design was used, and 300 respondents were surveyed through a structured questionnaire. The data were analysed using statistical tools such as correlation, Chi-square, and ANOVA.
The findings show that the credibility and authenticity of influencers is highly significant in shaping purchase decisions, and personal attachment with influencers enhances consumer confidence during purchases. Micro-influencers were found to outperform macro-influencers because of their closeness to the audience and the resulting sense of trust. Instagram and YouTube both shape consumer choice, but YouTube has a more significant effect.
Overall, the analysis emphasizes the significance of selecting appropriate influencers and developing authentic content to reach Gen Z consumers.

Social Media Influencers, Gen Z Consumers, Purchase Decisions, Influencer Credibility, Authenticity, Parasocial Interaction, Micro Influencers, Instagram, YouTube, Consumer Behaviour

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