How Social Media Influencers Shape the Buying Decisions of Gen Z: A Real-World Exploration

Abstract

Influencers have a big say in how younger generations view products and make decisions in the social media era. This study examines the relationship between Generation Z's purchasing behaviors and social media influencers, with a focus on YouTube and Instagram. We investigated how customers' perceptions of a brand and likelihood of making a purchase are influenced by their trust in influencers and the perceived legitimacy of their material through a survey of 387 Gen Z participants. The results showed that customer trust and influencer credibility are strongly correlated (correlation = 0.71), which in turn promotes favorable brand impression and purchase intent (correlation = 0.74). Interestingly, the credibility of an influencer accounted for 61% of a person’s decision to buy a product. These insights offer valuable guidance for brands seeking to establish genuine connections with younger audiences.