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Isler, Afra (2024) The Impact of Social Media and Influencers on Generation Z's Purchasing Behaviour: Influencer Marketing. Masters thesis, Dublin, National College of Ireland.
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Abstract
This research determines the purchasing tendencies of Generation Z thanks to their trust in influencers.
Generation Z is the name given to the generation born between 1997-2012. They are usually called "Generation Z". Known for their digital innateness, Generation Z's purchasing behaviors are greatly influenced by social media and the personalities they follow online. Shackle (2017) defines applications on digital platforms as media that offer opportunities such as presenting identities as desired, making corrections at any time, and showing them differently. Social media, which has become widespread thanks to its practical use, has a significant impact especially on young people, and this impact continues to increase daily. In this process, social media influencers, who have become the advertising face of brands, reach many followers by sharing their lives in an interesting way on social media. In this period when social media marketing is quite intense, companies use social media, which is a fast and effective method, and influencers, which are a tool, to reach their target audiences. The main reason why brands work with influencers is that influencers have daily contact with their followers. Online retailers can also leverage influencer partnerships as a strategic approach to increase their brand’s visibility and credibility. Influencers can increase interest in a brand’s offerings and boost trust due to their significant social media following and the perceived authenticity of their endorsements (Feng et al., 2023). Generation Z's consumer choices are significantly influenced by influencer marketing, a strategy that involves brands partnering with individuals who have large and engaged social media followings.
The data collected in the survey was tabulated and displayed in graphs, followed by detailed explanations. The study findings showed that social media marketing significantly impacts the influence of influencers on consumer purchase, consumer patronage, and repeat purchase. Moreover, consumer trust and purchase intentions are significantly influenced by influencer credibility. The behavior of consumers is more likely to be influenced by influencers who are perceived as knowledgeable, relatable, helpful, confident, and understandable.
The findings emphasize the strategic importance of choosing the right influencers and platforms for social media marketing campaigns. To maximize consumer purchase behavior, brands should consider the specific characteristics and authenticity of influencers. Influencer marketing can be a valuable tool for marketers looking to increase consumer engagement, trust, and loyalty through effective use of influencer marketing.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email -, - UNSPECIFIED |
| Uncontrolled Keywords: | Brand; Brand Perception; Influencer; Influencer Marketing; Consumer Behavior |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > Consumer Behaviour 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 International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 11 Aug 2025 10:55 |
| Last Modified: | 11 Aug 2025 10:55 |
| URI: | https://norma.ncirl.ie/id/eprint/8476 |
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