ABSTRACT:The rapid growth of digital technology and social media has transformed the way consumers interact with brands and make purchasing decisions. Influencer marketing has emerged as an effective digital marketing strategy, enabling brands to connect with consumers through individuals who have established relationships and credibility with their followers. This study focuses on Generation Z, one of the most digitally connected consumer groups, whose purchasing decisions are increasingly influenced by social media content, online reviews, peer recommendations, and influencer endorsements. The study examines how influencer marketing affects the attitudes, preferences, and purchase intentions of Gen Z consumers, particularly in urban environments. It further highlights the importance of influencer-related factors such as credibility, trustworthiness, authenticity, and content quality in shaping consumer responses. Influencers who are perceived as genuine and reliable can create stronger connections with their audiences, making promotional content more relatable and persuasive than traditional advertising. The study provides insights into the growing role of influencer marketing in shaping consumer behaviour and highlights its significance for brands seeking to effectively engage Generation Z in the digital marketplace.

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