Perceived impact of marketing influencers on purchasing decisions Gen Xers vs. Millennials in digital era
Year: 2025
Type: article
Abstract: Influencer marketing has become a powerful tool in a digitally driven world, particularly for millennials. This study compares the impact of influencer marketing on Gen Xers (ages 45–60) and millennials (ages 29–44), focusing on key factors such as authenticity, credibility, and content style. A survey of 300 respondents (150 from each group) reveals that platforms like YouTube, Instagram, Facebook, and TikTok significantly influence purchasing decisions, with transparency and authenticity critical for building trust. Millennials value influencers who openly disclose sponsorships and share personal stories, while relatability strengthens brand loyalty. The studyțs outcome supports the hypothesis that Gen Xers are more likely to make purchasing decisions based on the credibility of influencers and practical, straightforward content. The results also support the second hypothesis, millennials are more likely to make purchasing decisions based on creative, visually engaging content, while Gen Xers may respond better to more conventional strategies that acknowledge their skepticism and preference for less frequent influencer interaction. Millennials prefer dynamic, interactive content, such as short-form videos and live sessions, which drive engagement and purchasing decisions. At the same time, the results in the case of Gen Xers are different to some extent.
Authors: Muhammad Riaz Raza, Amna Aslam, Wajid Zulqarnain, Hassan Raza
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7103198755
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