Impact of Influencer Marketing on Gen Z Purchase Intention: A Study of Instagram Users for Tech and Lifestyle Gadgets
Year: 2026
Type: article
Study design: Observational Study
Abstract: This study examines the impact of influencer marketing attributes on the purchase intention of Generation Z consumers toward tech and lifestyle gadgets on Instagram. A quantitative research design was used with primary data collected from 120 Instagram users aged 18–26 through a structured questionnaire measured on a five-point Likert scale and analysed using SPSS. The research evaluates how influencer credibility, expertise, physical attractiveness, and social attractiveness influence purchase intention. The results indicate that credibility and expertise significantly influence purchase intention, while physical and social attractiveness have moderate effects. The findings provide useful insights for marketers developing influencer-based digital marketing strategies targeting Gen Z consumers in the technology and lifestyle gadget sector.
Author: YERRA, KRISHNA SOURABH
Institution: Multimedia University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7136796708
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