1PhD Scholar, Faculty of Management Studies, Dr. M.G.R Educational and Research Institute, Chennai
2Professor, Faculty of Management Studies, Dr. M.G.R Educational and Research Institute, Chennai
This paper discusses the effectiveness of social media influencer marketing to engage generation Z consumers who are a generation that has grown up in a digital-saturated environment and currently comprise a major influence in defining online trends and consumer buying behaviour. As platforms like Tik Tok, Instagram, and YouTube continue to gain dominance the move on the part of marketers has been towards influencer-driven campaigns to attract the attention of Gen Z. This study examines the effect of the essential variables including trustworthiness of the influencers, authenticity, content quality, platform affinity and perceived relatability of the influencers on the level of engagement of Gen Z. Mixed-methods approach was considered, which implies the use of quantitative survey data supported by qualitative results to offer a better perspective of the Gen Z perception and behavioural reaction against influencer marketing. According to the results, reality and trustworthiness are very helpful in enhancing engagement. The influencers who discuss people in a more real and peer-like manner are also more capable of changing minds of people and making them interact. Video content (Short form) was found to be important in maintaining the interest with interactive narrative and platform themes being made known. The statistics also indicate that Gen Z consumers are highly sensitive to influencers who subscribe to their values and interests, and specialized and micro-influencers are more effective. The research concludes that influencer marketing is effective on the generation z provided marketers are interested in creating content that individuals can connect with, be transparent and sincere in their messages, and use the correct platform. This is coupled with recommendations which will help marketers construct influencer campaigns that appeal to Gen Z and establish a meaningful digital connection.
Keywords: Social Media, Influencer Marketing, Generation Z, Engagement, Authenticity, Influencer Credibility, Consumer Behaviour
How to cite this article: Jasper SJM, Madhavi C. Exploring the Impact of Social Media Influencer Marketing on Gen Z Consumer Engagement. Int J Drug Deliv Technol. 2026;16(12s): 75-86. DOI: 10.25258/ijddt.16.12s.9
Source of support: Nil.
Conflict of interest: None