Effectiveness of Influencer Marketing on Gen Z Consumers

With the growing popularity of influencer marketing among Gen Z consumers, there are many challenges posed with it in addition to its high claimed benefits. This study attempts to investigate the effectiveness of influencer marketing among the Gen Z consumers. Precisely, it tries to find out the most popular platforms where influencer marketing is popular, the factors behind choosing an influencer, and the kind of decisions and buying behavior of Gen Z are influenced by influencers. Data collected from Gen Z consumers was analyzed to reach interesting results and insights.