Analysing the Impact of Hosting Influencer Giveaways on Purchase Intention of Luxury Items by Generation Z

The dynamic changes in purchase intentions for Gen Z consumers within the specific Indian context have been potentially impacted by influencer marketing. With the increasing accessibility to internet connectivity and the use of mobile phones in India among the Gen Z population, social media influencers have grabbed the attention of their followers. It leverages the cost-effectiveness of marketing efforts for different luxury brands in India. Since self-concepts, self-esteem, uniqueness, and product values drive young consumers’ purchase intention for luxury goods, the brands get the opportunity to embrace the same in the Indian luxury market. The research investigates the potential impact of hosting giveaway campaigns through influencers in different platforms on the luxury product purchase intention of the Gen Z population in India. A quantitative study is conducted to gather diverse perspectives for influencer giveaways. The potential impact is analysed by adopting regression coefficients, and ANOVA tests through SPSS software for the identified variables. The findings have highlighted the potential implications of giveaway platforms, giveaway mechanisms, giveaway items, and influencer types for the purchase intention of Indian Gen Z consumers.