Description

Examining the Role of Influencer Marketing on Generation Z’s Buying Behavior: A Multi-Method Approach

Abstract

Generation Z refers to people who use digital technology, social media, and the internet at a very young age. Generally they make purchase decisions based on the influencers that impact marketing businesses. If organizations don’t know about consumer behaviors, they will not develop their businesses. So, knowing influencers’ role in the user’s purchasing behaviors is necessary for them. This investigation intends to explore the influencer marketing role in Generation Z’s purchasing behavior. To gather details, it seeks to utilize a multi-method approach that includes qualitative and quantitative data.

Various influencers involving nano and macro follow different marketing strategies to influence the customers. However they create trust and change the opinions of consumers towards the specific brand. It will be on the Generation Z people and influencers’ data. Moreover in the survey, the main focus is on identifying customer behaviors and perceptions towards making purchasing decisions. From this approach, the information on influencers ‘roles and their marketing impacts on Generation Z’s purchasing behavior will be explored.

Marketing professionals and Generation Z people will be involved in the interviews to collect the qualitative data. However It will help to understand the reasons to influence influencer marketing and what type of content or marketing strategy they easily influenced. From these interviews, the relationship of social media influencers and consumers’ decisions.  For instance these insights will help the marketer to make content ideas and understand influencer marketing strategies. Finally, It will be useful for them to make effective strategies that reach consumer behaviors and increase brand awareness.

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