A Study on the Impact of Influencer Marketing on the Generation

Abstract

Influencer marketing has emerged as a powerful digital strategy that significantly shapes consumer behavior, particularly among younger generations With the rapid growth of social media platforms such as Instagram, YouTube, and TikTok, influencers have become key opinion leaders who affect purchasing decisions, brand perceptions, and lifestyle choices This study examines the impact of influencer marketing on Generation Z and Millennials, focusing on factors such as credibility, authenticity, relatability, and trust It explores how influencer-generated content drives engagement, brand awareness, and purchase intention compared to traditional advertising methods The findings suggest that influencer marketing strongly affects brand loyalty and consumer decision-making due to perceived personal connections and peer-like communication styles However, issues such as sponsored content transparency and influencer credibility also influence consumer skepticism
Overall, the study highlights the growing importance of influencer marketing in shaping generational consumption patterns and emphasizes the need for ethical and strategic implementation by brands