INFLUENCER MARKETING DIMENSIONS AND THEIR IMPACT ON PURCHASE DECISIONS OF GENERATION Z IN CHENNAI CITY

In the contemporary digital era, influencer marketing has emerged as a powerful strategy for shaping consumer behavior, particularly among Generation Z consumers who are highly active on social media platforms. The present study aims to examine the impact of influencer marketing dimensions on the purchase decisions of Generation Z consumers in Chennai city. The study focuses on key dimensions of influencer marketing, namely influencer credibility, content quality, influencer attractiveness, social media engagement, and brand–influencer fit, and analyzes their influence on consumer buying behavior. The research adopts a quantitative approach using a structured questionnaire to collect primary data from 150 respondents belonging to Generation Z in Chennai city. Convenience sampling technique is employed for data collection. The collected data are analyzed using statistical tools such as percentage analysis, reliability analysis (Cronbach’s Alpha), exploratory factor analysis (EFA), correlation analysis, and multiple regression analysis. The findings of the study reveal that all the selected influencer marketing dimensions have a positive and significant impact on the purchase decisions of Generation Z consumers. Among the variables, social media engagement is identified as the most influential factor, followed by content quality and brand–influencer fit. The results also indicate that Generation Z consumers are highly influenced by authentic, engaging, and relatable influencer content, which significantly shapes their purchase decisions. The study contributes to the existing literature by providing empirical evidence on the multidimensional nature of influencer marketing and its impact in a regional context. The findings offer valuable insights for marketers and businesses to design effective influencer marketing strategies that enhance consumer engagement and drive purchase decisions. However, the study is limited to Chennai city and a specific demographic group, suggesting scope for future research across different regions and populations.