ABSTRACT: With the rapid expansion of digital technology and social media, influencer marketing has become a central strategy for engaging digitally connected demographics. This study examines the influence of social media content and influencer marketing on the purchasing behavior of Generation Z consumers in urban India. Focusing on key dimensions—including content engagement, influencer credibility, trust, relatability, and platform usage—the research investigates how digital recommendations shape consumer attitudes and purchase intentions. Using a primary quantitative research approach, data were gathered through a structured online survey administered to [Insert Sample Size, e.g., 300] Gen Z social media users residing in major urban centers across India. The collected data were analyzed using [Insert Analysis Technique, e.g., Pearson correlation and multiple regression analysis]. The empirical findings indicate that [Insert Key Finding 1, e.g., perceived influencer credibility and authenticity exert the strongest positive influence on purchase intentions], while [Insert Key Finding 2, e.g., content quality acts as a significant mediator in driving user engagement]. The study demonstrates that urban Gen Z consumers respond more favorably to relatable, transparent peer recommendations than to conventional promotional advertising. These insights offer practical guidance for marketers and brand managers seeking to optimize influencer collaborations and develop high-trust, targeted social media campaigns tailored to the urban Indian Gen Z market.
KEYWORDS: Generation Z, Influencer Marketing, Social Media Marketing, Consumer Purchasing Behavior, Urban India, Influencer Credibility, Purchase Intention.
AN EMPIRICAL STUDY ON THE INFLUENCE OF SOCIAL MEDIA CONTENT AND INFLUUENCER MARKETING ON PURCHASING BEHAVIOR OF GENERATION Z CONSUMERS IN URBAN INDIA
SWARA ,JATIN, TUSHAR, YOGRAJ
DR MRS SUNITA VIJESH YADAV
THAKUR COLLEGE OF ENGINEERING AND TECHNOLOGY