Impact of Influencer Marketing on Gen Z Purchasing Behaviour: A Study of Bhopal Madhya Pradesh

Author(s): Dr. Sandhya Gupta

Abstract:

In the digital age, social media has become a dominant platform influencing consumer decisions, especially among Generation Z (individuals born between 1997–2012). This study explores the impact of influencer marketing on the purchasing behavior of Gen Z consumers in Bhopal, Madhya Pradesh. A structured questionnaire was administered to 150 respondents aged between 18 and 27 years. The study employed basic statistical tools such as correlation and chi-square tests to identify relationships between influencer attributes and consumer purchasing intentions. The findings reveal a significant positive correlation between influencer credibility, content engagement, and Gen Z’s buying behavior. Moreover, factors like trust, relatability, and perceived authenticity strongly affect purchase decisions. The paper concludes that influencer marketing is one of the most effective promotional tools for targeting Gen Z, suggesting that brands should prioritize genuine and value-driven influencer collaborations.

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