Impact of Social Media Influencers on Purchase Intention among Gen Z Consumers

The proposed study examines how social media influencers can affect the purchasing intention of consumers belonging to Generation Z, the effects of influencer credibility, authenticity, engagement and trust. The aim is to give empirical data regarding the impact of influencer marketing on the Indian Gen Z purchasing behavior. A quantitative research method was used. Primary data were collected using an interview questionnaire administered to 320 Gen Z students at local colleges in Erode, Tirupur, Coimbatore, and Salem, Tamil Nadu, India. The data were analyzed using statistical tools, including descriptive analysis, correlation, and multiple regression. The analysis of results demonstrates that the credibility, authenticity and engagement of influencers positively influence purchase intention significantly, which reflects the previous research. Trust was also identified to mediate the relationship between influencer attributes and consumer buying behavior to some extent. The research gives practical suggestions to marketers to create effective influencer campaigns that appeal to Gen Z consumers based on trust-building tactics and authentic content. The study is important to the body of influencer marketing research because it provides region-specific empirical data based on South India and emphasizes the importance of trust as an important mechanism that drives Gen Z purchase intention.