Author(s) :

Navneet chauhan.

Volume/Issue :

Abstract :

Amidst the growing dominance of social media in shaping consumer culture, influencer marketing has emerged as a powerful mechanism for influencing digitally native audiences. This study critically examines how three key variables—social media usage, influencer engagement, and purchase behavior—interact to shape the consumption decisions of Generation Z consumers. Drawing on a cross-sectional, survey-based design, quantitative data were collected from 150 Gen Z respondents aged 18–26 and analyzed using descriptive statistics, Pearson’s correlation, and linear regression. Results reveal that while social media usage exerts a moderate influence, influencer engagement—operationalized through trust, credibility, and authenticity—more strongly predicts purchase behavior. Instagram emerged as the most influential platform, with lifestyle-oriented content (e.g., fitness, fashion, and travel) driving the highest engagement. These findings confirm the primacy of psychological and relational factors in influencer effectiveness and underscore the need for marketers to prioritize content resonance over mere platform visibility. The study advances digital marketing scholarship by contextualizing Gen Z consumer behavior within an evolving attention economy and offers actionable insights for brands seeking meaningful engagement with this cohort.

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