Title: Impact of influencer marketing on buying behaviour of millennials and generation Z

Authors: Rimple Sharma; Kumar Sanu

Addresses: Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India ' Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India

Abstract: In the ever-evolving marketing landscape, influencer marketing has become a dominant force in shaping the purchasing decisions of millennials and generation Z. This study explores the factors influencing consumer behaviour in response to influencer endorsements. This study employs a descriptive research design, utilising multistage and snowball sampling, and collected data from 221 respondents. Factor analysis was employed followed by Mann-Whitney and Kruskal-Walli's test to identify significant differences in factors influencing purchase decisions from structured questionnaires through the statistical software SPSS. The findings revealed a notable trend among younger generations a preference for authentic and reliable influencers. This suggests that marketers should prioritise selecting influencers who align with their values to effectively leverage influencer marketing and target the influential consumer demographics.

Keywords: influencer marketing; millennials; generation Z; consumer behaviour; content quality.

DOI: 10.1504/IJECRM.2025.145710

International Journal of Electronic Customer Relationship Management, 2025 Vol.15 No.1/2, pp.1 - 23

Received: 01 Jul 2024
Accepted: 10 Sep 2024
Published online: 16 Apr 2025 *