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A Study on the Factors Related to Social Media Influencers that Influence Generation Z’s Purchasing Decisions

Minal N

Abstract


This research paper investigates the influence of social media influencers on the purchasing decision of generation Z consumers. The study aims to identify various factors related to influencers that affect the buying behaviour of this demographic group. Data were collected via surveys distributed to 106 respondents, focusing on their interactions with influencers and the impact of follower count, product explanation, trust and relevance to personal needs on their purchasing choices. Findings revealed that a significant majority of respondents are aware of social media influencers and acknowledge their impact on their buying decisions. The study concludes that follower count and trust in the influencer play crucial roles in shaping generation Z purchasing habits, highlighting the need for brands to engage effectively with influencers to capture the attention of this valuable market segment.


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References


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