A Study on the Social Media Influencers Affect Genz through Online Purchases in Coimbatore City

Abstract

This study explores the impact of social media influencers on Generation Z's online purchasing behaviors. As digital natives, Gen Z exhibits distinct online shopping patterns influenced heavily by social media interactions. This research examines how influencers shape Gen Z's purchasing decisions through various platforms such as Instagram, TikTok, and YouTube. Using a mixed-methods approach, including surveys and interviews with Gen Z consumers, the study assesses the extent to which influencer endorsements, authenticity, and content style affect consumer trust and buying intentions. Findings reveal that influencers significantly sway Gen Z's purchase decisions, particularly when they align with personal values and display genuine engagement. The study highlights the strategic role of influencers in digital marketing and provides insights for brands aiming to leverage influencer partnerships effectively. The results offer valuable implications for marketers and influencers in tailoring their approaches to maximize impact on this pivotal consumer demographic. Moreover, social media platforms provide influencers with powerful tools for showcasing products through visually appealing content, such as photos, videos, and stories. This immersive experience allows Gen Z to see products in action and envision themselves using them, which can influence their desire to make a purchase.