Impact of Influencer Marketing Attributes on Purchase Intention among Gen Y and Gen Z: Evidence from India

Abstract

Social media influencer marketing is a new way to use the internet for marketing. People who change how people think about a brand or product by posting photos, videos, and other updates on social media are called "social media influencers". This research paper is an attempt to find out how different characteristics of social media influencers affect people's plans to buy in India, who are in the Gen Y and Gen Z age groups. Google Forms was used to get information from 203 people by having them fill out an online questionnaire. For data analysis, quota sampling was used, and structural equation modelling in SmartPLS 4 was used to look at the data. The results show that how trustworthiness, attractiveness, and expertise something is having a direct effect on a consumer's decision to buy it.