The Impact of Digital Marketing on Social Media Influencers' Purchasing Intentions among Adults and GenZ.

Anukriti Soni; Gaurav Khatri; Priyanka Ranawat

doi:10.15680/IJMRSET.2024.0705121

Anukriti Soni MSc, Department of Clinical Psychology, NIMS University, Jaipur, Rajasthan, India
Gaurav Khatri MBA, Department of Digital Marketing, NIMS University, Jaipur, Rajasthan, India
Priyanka Ranawat Assistant Professor, NIMS University, Jaipur, Rajasthan, India

DOI: https://doi.org/10.15680/IJMRSET.2024.0705121

Keywords: Digital marketing, Generation Z, Influencers, Authenticity, Relatability

Abstract

This study seeks to explore the effect of digital marketing specifically by social media influencers on consumer behaviour of adults and Generation Z (Gen Z). It was found that Instagram is the most popular platform for influencer engagement with a 79% usage rate in both groups. Additionally, 84% of respondents who are from the adult population as well as those belonging to Gen Z have come across promotional content done by influencers. Similarly, 61% among grownups while 64% within this age bracket sometimes buy products after they have been recommended by these individuals. The research highlights importance authenticity and relatability play in establishing trust as well as calls for companies to adjust their marketing approaches considering current tight competition within digital space.