THE IMPACT OF INFLUENCER MARKETING ON GEN Z CONSUMER BEHAVIOUR

This research investigates the impact of influencer marketing on the purchasing behaviour of Generation Z 
consumers. The study draws on the Source Credibility Model, Parasocial Interaction Theory, and Social 
Influence Theory to evaluate how perceived credibility, authenticity, and parasocial relationships shape 
purchase intentions. Using a structured online questionnaire (Google Forms) distributed among Indian and 
international Gen Z respondents (N = 40 attention-check passers), quantitative analysis was conducted through 
Python and Excel. Results show that influencer credibility and parasocial connection significantly and 
positively predict purchase intention, while authenticity demonstrates a negative coefficient when other factors 
are controlled, suggesting suppression effects. The findings contribute to understanding how trust and 
relational attachment drive consumer behaviour in a digital economy and highlight practical implications for 
brands leveraging influencer collaborations. 
Keywords: Influencer Marketing, Gen Z, Social Media, Consumer Behaviour, Credibility, Parasocial 
Interaction, Source Credibility