Investigating the Impact of Influencer Marketing on the Purchase Intention of Generation Z Consumers

This study aims to investigate the impact of influencer marketing on the purchase intention of Generation Z consumers. Given the exponential growth of social media and the shifting consumption patterns of digital natives, this research seeks to identify the various dimensions through which influencers affect this generation's purchasing decisions. This study is applied in terms of purpose and employs a descriptive-survey method with a correlational approach. The statistical population consists of followers of influencers active in digital products and lifestyle niches on Instagram, aged between ۱۸ and ۲۵ years (Generation Z). Stratified random sampling was utilized, and the sample size was determined to be ۳۸۴ respondents based on Cochran's formula. Data were collected using a standardized questionnaire and analyzed through Structural Equation Modeling (SEM) using Smart PLS software. The results indicated that three primary attributes of influencers-trustworthiness, expertise, and perceived similarity with the audience-have a significant positive impact on the purchase intention of Generation Z consumers. Furthermore, it was found that trust in the produced content plays a partial mediating role in this relationship. Among the three factors, perceived similarity had the strongest effect on purchase intention, highlighting Generation Z's preference for connecting with influencers they perceive as relatable and authentic. The findings emphasize that a high follower count alone is insufficient for the success of influencer marketing; rather, authenticity, expertise, and a perceived connection with the audience are critical factors in influencing Generation Z. The results of this study provide valuable implications for brand managers, advertising agencies, and digital marketers seeking to design effective engagement strategies tailored to this generation.

کلیدواژه ها:

Influencer Marketing ، Generation Z ، Purchase Intention ، Trust in Content ، Social Media ، Instagram ، Trustworthiness ، Expertise ، Perceived Similarity