Abstract
This paper explores the impact of influencer marketing on Gen Z consumer behaviour, focusing on key challenges such as authenticity, cultural sensitivity, and the promotion of sustainable practices. It highlights how influencers shape purchasing decisions, mental health awareness, and social values, while also discussing the risks of parasocial relationships and FOMO-driven marketing. The paper emphasises the need for brands to foster genuine, long-term partnerships with influencers and align campaigns with Gen Z’s values of transparency and ethical consumption. Ultimately, it concludes that successful influencer marketing requires adaptability and responsible messaging to build trust and loyalty with this discerning demographic.
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal For Multidisciplinary Research
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
