Journal of African Development

The rapid growth of digital platforms has significantly transformed consumer behavior, particularly among Generation Z. This study examines the role of influencer marketing in shaping the online purchase decisions of Gen Z consumers aged 18–25, with specific reference to Gudalur Taluk, Nilgiris District. The research adopts a descriptive design and is based on primary data collected from 100 respondents using a structured questionnaire. The study analyzes the influence of influencer marketing, the impact of influencer credibility, and the relationship between engagement and actual purchase behavior.

The findings reveal that influencer marketing has a significant impact on the purchase decisions of Gen Z consumers, with a majority of respondents acknowledging the influence of social media personalities. Influencer credibility, including trustworthiness, authenticity, and expertise, emerges as a key factor influencing purchase intention. However, the study also identifies a gap between engagement and actual buying behavior, indicating that interaction with influencer content does not always lead to purchase decisions. The results of ANOVA and Z-test further confirm the statistical significance of influencer marketing in affecting consumer behavior.

The study concludes that influencer marketing is a powerful tool in the digital marketing landscape, but its effectiveness depends on credibility and the ability to convert engagement into actual purchases. The research provides valuable insights for marketers, businesses, and researchers in understanding the evolving behavior of Gen Z consumers in a localized context