Impact of Influencer Marketing on Generation Z Purchase Decisions: A Conceptual and Empirical Analysis

The rapid evolution of digital commerce has positioned influencer marketing as a cornerstone of modern brand strategy, with the global industry reaching a valuation of approximately $21.1 billion by 2023. This study investigates the impact of influencer marketing on the purchase decisions of Generation Z, a demographic that increasingly prioritizes digital authenticity over traditional celebrity endorsements. The primary objective is to analyze how source credibility encompassing expertise, trustworthiness, and attractiveness and parasocial interactions influence consumer behavior among this cohort. Employing a mixed-methods research design, the study triangulates quantitative survey data with qualitative insights from semi-structured interviews to provide a comprehensive analysis of consumer motivations. Key findings reveal a significant reliance on influencers, with 82.4% of participants discovering new products through social media personalities and 44% reporting a direct purchase following a recommendation. Notably, 74% of respondents identified "authenticity" as the most critical factor for trust, while only 21% prioritized high follower counts. These results suggest that perceived relational bonds and value-alignment significantly drive purchase intentions more than traditional reach. The study concludes that for brands to effectively engage Generation Z, marketing strategies must pivot from reach-based metrics to trust-centric engagement models. These findings offer both theoretical and practical implications for digital marketers aiming to optimize ROI through strategic influencer collaborations in a trust-deficient digital economy.