The Effectiveness of

Influencers Marketing on
Gen-Z Buying Habit
BUSINESS RESEARCH PROJECT REPORT

Presented By-
Amisha Srivastava (03)
Peeyaa Sharma (04)
Rupali Narad (09)
Shivika Soni (18)
Gaurav Bharadwaj (19)
Amisha Singh (40)
 Agenda

1 2 3 4 5
Research Hypothesis Sampling Data Analysis Findings
Objectives Method

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 Introduction
The research problem for this study is to investigate the effectiveness of
influencer marketing on Generation Z (Gen Z) buying habits. Specifically, the
study aims to understand how influencers impact Gen Z consumers'
purchasing decisions, brand preferences, and overall consumer behavior. By
exploring the role of influencers in shaping Gen Z buying habits, this research
seeks to provide valuable insights for businesses looking to engage with this
demographic through influencer marketing strategies.

3
Research
Objectives
 Research Objectives
To examine the role
To identify the most
of influencers in
effective strategies for
shaping Gen-Z
influencer marketing
buying habits.
targeting Gen-Z.

To assess the level of trust

and authenticity Gen-Z
associates with influencers.

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 HYPOTHESIS

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 • H1: Influencer marketing significantly influences Gen-Z buying habits.

• H2: Gen-Z consumers are more likely to trust and engage with influencers
who demonstrate authenticity.

• H3: Influencer marketing positively impacts brand awareness and purchase

decisions among Gen-Z.

• H4: Interactive and engaging content from influencers leads to higher

engagement and conversion rates among Gen-Z consumers.

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 Questionnaire Pattern
Demographic Section 4:
Section 2:
Questions: Engagement
Trust and
-Age and
Authenticity
-Gender Interaction
of
with
Influencers
influencers
Section 3:
Section 1: Influence of
Influencer Influencer
Marketing Marketing on
and Gen Z Brand
Buying Awareness
and Purchase
Habits
Decisions
DATA ANALYSIS
Section 1: Influencer Marketing and Gen Z Buying
Habits

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 Section 2: Trust and Authenticity of Influencers

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 Section 3: Influence of Influencer Marketing on
Brand Awareness and Purchase Decisions

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 Section 4: Engagement and Interaction with
Influencers

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 Authenticity, trust, and engaging content play crucial
roles in influencer marketing, as indicated by the
responses.

Younger females, particularly in the age group of 13-

27, show a higher receptiveness to influencer
marketing compared to older individuals.

FINDINGS
Older individuals, both male and female, exhibit less
reliance on influencer marketing.

Respondents have shown a strong desire for

content that allows for active participation and
involvement.

These factors not only influence consumer

perceptions and behaviors but also shape the
overall success of influencer campaigns in reaching
and resonating with their target audience.
 Summary
Influencer Marketing- Influencer marketing has gained traction
as a powerful tool for brands to reach and engage with their
target audience.
Gen Z Consumer Behavior- They value peer recommendations
and are more likely to trust influencers who align with their
values and interests.
Trust & Authenticity- Gen Z consumers are more likely to
engage with influencers who are transparent and genuine in
their recommendations.
Purchase Decision- Influencers play a significant role in
influencing Gen Z purchase decisions.

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Thank you

Made By- Peeyaa Sharma