ShodhPatra: International Journal of Science and Humanities

A Study on the Impact of Influencer’s Marketing on Gen Z’s Purchase Decision

The surge of digital platforms has significantly redefined how modern consumers behave, particularly Generation Z. Influencer marketing has become a potent strategy for brands aiming to shape purchase intentions by leveraging the authenticity and relatability of social media personalities. This paper investigates the underlying psychological mechanisms that influence Gen Z’s buying behaviors through the dual perspectives of Social Identity Theory and Uses and Gratification Theory. By integrating prior literature on influencer credibility, identity resonance, and content gratification, this study offers a conceptual model to guide marketing strategies targeting Gen Z consumers.