The Impact of Influencer Marketing on Generation Z's Purchase Intentions: A Study in Jaffna

Abstract

In this study, the impact caused by influencer marketing to purchase intentions of Gen Z consumers in Jaffna, Sri Lanka, is investigated. The study focuses on the key influencer characteristics like credibility, consumer similarity, and message quality, and their effect on customer behavior. Quantitative research approach was employed and the data were gathered through structured questionnaires from 100 Gen Z respondents. Reliability analysis, Normality test, Multicollinearity test, Regression analysis and descriptive statistics were used in the research to examine the interaction between influencer characteristics and buying intentions. The research indicates that authenticity and trust are strong predictors of buying behaviors while attractiveness and followership are comparatively weaker predictors. The research suggests that brands appealing to Gen Z must be more concerned with working with influencers creating value-added, authentic content over sheer measures of popularity. This study contributes to the existing body of knowledge on influencer marketing dynamics in the Sri Lankan context and provides managerial implications to organizations that aim to engage young consumers.