THE IMPACT OF INFLUENCER MARKETING ON THE CONSUMER BEHAVIOUR OF GENERATION Z AND MILLENNIALS

Abstract

The paper focuses on the impact of influencer marketing on the consumer behaviour of younger generations, that is, Generation Z and Generation Y (Millennials), emphasizing how influencers shape their perception, attitude, behaviour towards a brand. Using literature review methodology, the study highlights the results of recent research papers, which clearly indicate that there is a strong positive correlation between the influencer’s credibility and customers’ attitude towards the brand. The paper provides a substantial contribution to the existing body of literature by presenting insights into the consumer behaviour of younger generations. Similarly, potential negative long-term impacts of relying on influencers for endorsing products are also briefly discussed. In conclusion, influencer marketing could be proven advantageous for businesses, however, potential risks such as greenwashing and misalignment of brand-influencer values must be taken into consideration. Therefore, for the effectiveness of social media influencing, business owners should ensure and maintain consumer trust and prevent potential reputational as well as ethical risks.