How Social Media Platform affect Gen Z Consumer's Purchase Decision and Brand Loyalty in India through Influencer Marketing (A Study on Gen Z Consumers Purchase Decision and Brand Loyalty in India by Influencer Marketing)

Charan, Sohina Elizabeth (2025) How Social Media Platform affect Gen Z Consumer's Purchase Decision and Brand Loyalty in India through Influencer Marketing (A Study on Gen Z Consumers Purchase Decision and Brand Loyalty in India by Influencer Marketing). Masters thesis, Dublin, National College of Ireland.

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Abstract

The research work focuses on examining ways in which social media platforms influence the purchasing and brand loyalty of the Generation Z consumers in India via the invasion marketing through social media. It draws on the Social Identity Theory as well as Source Credibility Theory, Elaboration Likelihood Model and the Parasocial Interaction Theory and therefore, explores the functions of ethical alignment, influencer credibility, relatability to the culture and involvement of audience. Quantitative descriptive research design was chosen, and 100 respondents belonging to the generation Z took part in a structured survey on the Internet. Based on correlation tests and descriptive statistics, the relationships between the attributes of the influencers and consumer behaviour were analysed.

The study will help fill the research gap on the application of marketing concepts of established theories in the Indian Gen Z market, a diverse market. In practice, it advises brands to focus on ethical congruence, hyperlocal tactics, create long-term influencer collaborations and carefully select authenticity to prevent pseudo-influencers. Strengths and limitations are modest sample of urban-biased nature; use of cross-sectional and self-reported data, which could not relate changing behaviours. Further studies ought to be implemented in longitudinal research and mixed methodology, rural populations, and platform-specific and AI-based influencer impacts. The study is both theoretically informative and practically valuable, as it is crucial to consider the combination of ethical, authentic, and culturally adequate practices to transform into consumer-brand relationships and, consequently, to help influencer marketing be successful in India.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Tan, Eileen UNSPECIFIED
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 (- 2025) > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Feb 2026 11:11
Last Modified:	14 Feb 2026 11:11
URI:	https://norma.ncirl.ie/id/eprint/9138

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