Published April 15, 2025
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Impact Of Influencer Marketing On Gen Z In India
Authors/Creators
- 1. School Of Economics And Commerce CMR University Bangaluru,Karnataka, India,
- 2. School Of Economics And Commerce CMR University Bangaluru, Karnataka, India
Description
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The rising influence of social media platforms has revolutionized marketing strategies across industries. Among these, influencer marketing has emerged as a potent tool, particularly for engaging Generation Z (Gen Z). This research explores the impact of influencer marketing on Gen Z in India, analyzing their consumption patterns, trust dynamics, and purchasing behavior. Through a combination of historical data review, survey analysis, and recent market insights, the study reveals the growing significance of digital influencers in shaping consumer decisions. The paper also identifies key trends, highlights research gaps, and discusses the implications for brands aiming to connect effectively with this tech-savvy demographic.
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Additional details
Dates
- Submitted
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2025-04-03
- Accepted
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2025-04-13
Software
References
- Statista. (2023). Influencer marketing industry in India. https://www.statista.com Kapoor, K., Dwivedi, Y. K., Piercy, N. F., & Reynolds, N. (2021). The role of social media influencers in shaping Gen Z's purchase decisions. Journal of Retail Marketing, 37(4), 112–126. Kantar Report. (2022). Influencer marketing trends in India. Bappaditya Mukherjee & R. Prasad. (2020). Digital influence: Understanding Gen Z in India. Indian Journal of Marketing, 50(5), 33–41. Deloitte India. (2023). The digital consumer in India