The Impact of Influencer Marketing on Gen Z Buying Behaviour

Abstract

This study aims to clarify the role of influencer marketing by conducting a comparative analysis of the effectiveness of micro and macro influencers. People think that micro influencers, who have a tiny but very active set of followers, can develop true, personal ties with customers. On the other side, macro influencers have a lot of followers and help firms reach more people and receive more attention. Gen Z shoppers really care about being real, being honest, and having experiences that are unique to them. Micro influencers have a tremendous effect on what people buy since they make individuals feel more legitimate and like they are part of the community. When brands need to grow their reputation and notoriety on a large scale, macro influencers have a tremendous impact. Using both types of influencers on Snap chat and Instagram can help brands reach a lot more people and perhaps alter their thoughts on a personal level. The survey says that the best method for marketers to attract Gen Z clients is to leverage both small and large influencers. This blend can help keep clients coming back, create trust, and make marketing work over time.