The impact of influencer marketing on “Gen Z” purchase decisions

Abstract

The growth of social media has significantly transformed the way companies communicate with consumers. In this context, influencer marketing has become a widely used strategy for brands seeking to expand visibility and create connections with digital audiences. Generation Z, composed of individuals who grew up in a highly connected environment, presents consumption behaviors strongly influenced by content produced by digital creators. This study aims to analyze the impact of influencer marketing on Generation Z purchase decisions, considering factors such as trust, identification, and engagement on social media platforms. To achieve this objective, a bibliographic review was conducted based on scientific articles, market reports, and specialized publications on digital marketing and consumer behavior. The findings indicate that digital influencers play an important role in shaping opinions and consumption choices, especially when they demonstrate authenticity and closeness to their audience. The study also highlights the relevance of platforms such as Instagram, TikTok, and YouTube in strengthening the relationship between brands and consumers. It is concluded that influencer marketing has become a strategic tool for companies seeking to reach Generation Z, contributing to brand awareness and consumption.