THE IMPACT OF INFLUENCER CREDIBILITY IN AFFECTING GEN-Z'S PURCHASE DECISIONS

This study examines the impact of influencer credibility on Generation Z’s purchase decisions, with a focus on the Indian market. As influencer marketing continues to shape digital consumer behavior, the research analyzes how credibility factors such as trustworthiness, authenticity, expertise, attractiveness, and relatability influence Gen Z’s buying choices. A quantitative research approach was adopted using a structured online questionnaire, supported by observational analysis of social media engagement trends. Findings reveal that Instagram and YouTube are the most preferred platforms for product discovery among Gen Z. A significant number of respondents reported purchasing products promoted by influencers, confirming the effectiveness of influencer marketing. However, Gen Z consumers demonstrate selective trust, often verifying influencer recommendations through additional sources before making purchase decisions. Among the credibility dimensions, trust, authenticity, and relatability were identified as the strongest determinants of influence.