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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 05

Published on: May 2026

THE IMPACT OF INFLUENCER MARKETING ON CONSUMER BUYING BEHAVIOR: A STUDY ON GEN Z

Bhumika Soni

Dr. Annapurna Metta

Amity University Chhattisgarh
DOI:https://doi.org/10.55041/ijcope.v2i5.299

Article Status

Plagiarism Passed Peer Reviewed Open Access

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Abstract

This study examines the impact of influencer marketing on the purchasing behavior of Generation Z (Gen Z). With the rapid growth of social media platforms such as Instagram, YouTube, and TikTok, influencer marketing has emerged as a powerful promotional strategy. The research focuses on key factors such as influencer credibility, content quality, engagement, authenticity, and influencer-product fit, and how these influence Gen Z consumers. A quantitative research approach was adopted using a structured questionnaire distributed to 50 Gen Z respondents through Google Forms. The findings reveal that influencer marketing significantly influences brand awareness and product exploration, but its direct impact on purchase decisions remains moderate. Among all factors, content quality and authenticity play the most significant roles in shaping consumer perceptions. The study concludes that influencer marketing is more effective as an awareness-building tool rather than a direct sales driver. These insights provide valuable implications for marketers aiming to target Gen Z effectively.

Keywords

Influencer Marketing, Gen Z, Consumer Buying Behavior, Social Media, Purchase Intention.

How to Cite this Paper

Soni, B. (2026). The Impact of Influencer Marketing on Consumer Buying Behavior: A Study On Gen Z. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.299

Soni, Bhumika. "The Impact of Influencer Marketing on Consumer Buying Behavior: A Study On Gen Z." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.299.

Soni, Bhumika. "The Impact of Influencer Marketing on Consumer Buying Behavior: A Study On Gen Z." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.299.

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References


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Ethical Compliance & Review Process

  • •All submissions are screened under plagiarism detection.
  • •Review follows editorial policy.
  • •Authors retain copyright.
  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: May 09 2026
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This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. You are free to share and adapt this work for non-commercial purposes with proper attribution.

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