Social Media and Purchase Intentions of Gen Z: Role of Social Media Influencers

Abstract

This study seeks to explore the mediating and moderating effects of engagement with influencer content and social media usage on the relationship between influencer marketing variables and purchase intentions among university students, specifically those belonging to generation Z. A survey questionnaire was used to collect data from a sample of 328 students. The university students were selected due to their significant representation of Generation Z. A total of 500 survey questionnaires were distributed, and 328 complete questionnaires were returned and used for analysis. According to the study, engagement with influencer content acts as a significant mediator between factors such as information value, emotional response, influencer credibility, and purchase intentions. Moreover, the extent of social media usage on Instagram played a significant moderating role in the relationship between specific influencer marketing variables and purchase intentions, both in social and professional contexts. The study found that Instagram usage was the primary factor influencing consumer behaviour and purchase intentions. The study's findings highlight the significant impact of engaging with influencer content and social media on university students' purchase intentions. The study recommends that marketers and advertisers reassess their influencer marketing strategy, placing emphasis on both engagement and the social media patterns of their target audience. This study examines the influence of influencer content engagement and social media use on consumer behaviour and purchase decisions among university students, who are a significant portion of Generation Z. It expands on existing theory by exploring the mediating and moderating effects of these factors.