NORMA eResearch @NCI Library

The Impact of Social Media Influencer on the Buying Behaviour of Gen Z in India

-, Aivin Chakola (2022) The Impact of Social Media Influencer on the Buying Behaviour of Gen Z in India. Masters thesis, Dublin, National College of Ireland.

[thumbnail of Master of Science]
PDF (Master of Science)
Download (2MB) | Preview


Generation Z has been the most targeted customer segment for marketers on digital platform due to their continual presence on internet and social media (Budac, 2015). In the Gen Z generation, online buying has become one of the hottest trends (Hinduan et al., 2020). Gen Z is particularly attracted to influencers that have attractive appearances, personal styles, and personalities. Influencers display their appeal to their followers by wearing fashionable or utilizing high-quality photos of themselves (Lou and Yuan, 2019). Generation Z members are "digital natives," having never lived in a society without the internet, computers, or mobile devices (Fromm and Read, 2018). Social media users perceive social media influencers as opinion leaders of digital era and consider them as a reliable source of information who have strong network of connections and ability to impact other’s attitudes directly or indirectly toward making purchases (Tuten and Solomon, 2018).

With reference to India, where generation Z is a growing community with amassing 27 % out of total population of the country, few articles have been published talking on how social media platform is changing promotion of products and brands as more and more people are on social media and like to take recommendations there in. However, very little work in Indian Generation Z context has been done so far (Shaikh, 2022). This project work focuses on analysing how Generation Z perceives and behaves on social media platforms, considers influencers on social media, why they follow them, what is relationship between social influencers and Generation Z that brings them together, why Generation Z follows influencers on social media platform and various credibility traits of influencers that affect Gen Z to react to their recommendation regarding some products and brands on social media platform. A questionnaire survey containing 29 questions to analyse behaviour of generation Z on social media platform, their attitude and behaviour towards social media influencers and their recommendation to buy products of different brands have been prepared and data collected & result analyzed to fulfill the objective of this research work. Result indicates that credibility traits considered under this project work i.e. knowledge, relatability, articulation, confidence and helpfulness plays a significant role in developing trust among Generation Z towards social media influencers and trust in social media influencers impacts buying behaviour of generation Z towards products and brands recommended and endorsed by influencers on social media platform.

Item Type: Thesis (Masters)
McElherron, Lynda
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising
H Social Sciences > HF Commerce > Marketing
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in Marketing
Depositing User: Tamara Malone
Date Deposited: 13 Apr 2023 11:45
Last Modified: 13 Apr 2023 11:45

Actions (login required)

View Item View Item