The effect of influencer driven Nostalgia marketing on Gen Z purchase intention: Examining the mediating roles of emotional engagement, influencer credibility, brand relationship, and brand recommendation

This study examines influencer-driven nostalgia marketing effectiveness on Gen Z consumers' purchase intentions, with the mediating roles of emotional engagement, credibility, brand relationship, and brand recommendation. Drawing on theories of the stimulus-organism response model, source credibility, and consumer behavior, the study investigates how nostalgia-based influencer content influences purchase intention. A quantitative research approach is proposed, using 307 data collected through a structured questionnaire from Gen Z social media users. "The study was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM)". Findings from the study show influencer-driven nostalgia marketing has significant effects on brand relationship (β = 0.656, t = 14.473), brand recommendation (β = 0.540, t = 10.523), emotional engagement (β = 0.600, t = 13.376), and influencer credibility (β = 0.487, t = 8.168). Further, brand recommendation significantly influences purchase intention (β = 0.367, t = 5.042), while influencer credibility also exerts a significant positive effect on purchase intention (β = 0.171, t = 2.335). However, the effects of brand relationship on purchase intention (β = 0.122, t = 1.585), emotional engagement on intention of purchase (β = 0.085, t = 1.126), and influencer-driven nostalgia marketing on intention of purchase (β = 0.078, t = 1.183) are not statistically significant. This research recommends that influencer credibility and brand recommendations act as key mediating factors. Thus, research provides direction to the brands and marketers on the effectiveness of influencer-driven nostalgia marketing.