Impact of Social Media Influencer Trust and Engagement on Online Purchase Intention of Generation Z in Chennai City

This study examines the influence of social media influencer trust and engagement on
the online purchase intention of Generation Z consumers in Chennai city. In the evolving
digital marketing environment, influencer marketing has become a dominant strategy
influencing consumer behavior, particularly among digitally active youth. The research
focuses on key variables such as influencer trust, content engagement, perceived authenticity,
and brand loyalty. A structured questionnaire was used to collect primary data from 180
respondents using convenience sampling. Statistical tools such as percentage analysis,
Cronbach’s Alpha, correlation, and multiple regression were applied. The findings reveal that
influencer trust and engagement significantly impact online purchase intention, with
engagement emerging as the strongest predictor. The study provides practical insights for
marketers to design effective influencer strategies.