Paper Contents
Abstract
This research paper studies how influencer marketing affects the buying behavior of Generation Zyoung people born between 1997 and 2012. Today, social media influencers have a big impact on what Gen Z thinks about brands and products. Many people from this generation trust influencers more than regular advertisements. They often follow influencers for advice, product suggestions, and lifestyle inspiration.In this study, a survey was conducted among Indian Gen Z students to understand how often they buy things recommended by influencers, and what makes them trust these influencers. The results show that factors like honesty, relatability, and social media presence strongly influence Gen Zs decisions.This report shows that businesses should use influencer marketing to connect better with Gen Z by being real, honest, and choosing influencers who match their brand values.
Copyright
Copyright © 2025 Pragya Mishra. This is an open access article distributed under the Creative Commons Attribution License.
