A Multidimensional Analysis of Social Media Branding and Influencer Credibility Among Generation Z
Generation Z, social media, influencer, brands, buying behavior.
The growing popularity of social media platforms has greatly influenced branding strategies and the decision-making process of consumers, especially among Generation Z.As the first real digital natives, Gen Z, in general, is extremely online, which means that the demographic of Gen Z has been known to work, shop, date, and make friends online. According to The Economic Times, the Gen Z generation in India, or people born between 1997 and 2012, spends eight hours a day online. The country has a massive Gen Z population, estimated to be 377 million.The purpose of this study is to investigate the complex effects of social media branding and the credibility of influencers on the buying behavior, perception, and engagement of Generation Z consumers. The research design and approach used in this study were quantitative, with a structured questionnaire being used to collect data from Generation Z respondents who frequently use social media platforms like Instagram, TikTok, and YouTube.The data are collected using a structured questionnaire through Google Forms (Google Question Form). The convenience sampling technique is used for the study because of short time and resources. A total of 150 respondents constitute the sample for this study. The targeted respondents are college and university students because, as Gen Z, they are knowledgeable about brands and well-educated regarding social media. The samples were collected from selected districts from West Bengal.
The study highlights two important aspects: the role of social media branding exposure and engagement in influencing buying behavior, and the use of influencer marketing in determining brand trust, perception, and engagement. The data was collected using 5 point Likert scale and then analyzed using descriptive statistical methods, such as percentages and mean scores, to determine the preference for the platform, the engagement frequency with the brand, and the trust levels in the influencer recommendations. The data were also cross-tabulated to examine the relationships between various variables.
The results show that the positive impact of frequent brand content exposure on social media platforms has a significant influence on the purchase intentions of Generation Z consumers. In addition, the credibility of influencers has been shown to play an important part in influencing brand engagement and the desire to try new brands, but many Gen Z consumers are neutral about trusting more an influencer than a traditional celebrity.
The study is very helpful for marketers and brands that want to create targeted social media strategies and influencer marketing campaigns that are aligned with the digital consumption behavior of Generation Z.This research work also offers important insights to researchers and academicians, which will help them understand the buying behavior of Generation Z consumers in a deeper and more comprehensive manner.
Registration ID: IJVRA_701957 Published ID: IJVRA2603491
"A Multidimensional Analysis of Social Media Branding and Influencer Credibility Among Generation Z", IJVRA - International Journal of Versatile Research and Analysis (www.IJVRA.org), ISSN:2984-8903, Vol.4, Issue 3, page no.760-777, March-2026, Available :https://ijpub.org/ijvra/papers/IJVRA2603491.pdf
Paper Reg. ID: IJVRA_701957
Published Paper Id: IJVRA2603491
Research Area: Other area not in list
Country: HARINGHATA, West Bengal, India
ISSN: 2984-8903 | IMPACT FACTOR: 9.12 Calculated By Google Scholar | ESTD YEAR: 2023
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