Impact of Social Media and Influencer Marketing on Consumer Purchase Decisions: A Study on Gen Z in India

Abstract

This paper examines the effect of social media and influencer marketing on consumer purchasing behaviour of the Gen Z in India between 2019 and 2026. The analysis in the study relies on secondary data which includes scholarly articles and business reports related to the subject of the study as well as reports from digital platforms such as Statista, DataReportal, Deloitte, and PwC. The study uses a descriptive approach to analyzing trends and patterns in the selected timeframe.

The trends analyzed include the rise of social media use, growth of influencer marketing, and effects on consumer behaviour. The analysis concludes that higher levels of digital engagement have had significant impacts on product discovery, brand awareness, and consumer purchases. Instagram and YouTube are key platforms used in the process of influencing consumer preferences while influencer marketing plays an integral part in increasing consumer trust.

In addition, the results reveal that the impact of social media and influencer marketing is conditional upon certain factors and conditions. For instance, consumer responses to digital marketing efforts may be contingent upon the type of digital content, as well as pre-pandemic, pandemic, and post-pandemic periods.