The Impact of Influencer Marketing on Generation Z Purchase Decisions: Evidence from the Personal Care Products Market

Abstract

The rapid growth of social media has transformed consumer communication and created new opportunities for influencer marketing, especially in the personal care products market. Generation Z, as a digitally native consumer group, actively uses platforms such as Instagram, YouTube, and TikTok to search for product information, follow influencers, and evaluate recommendations before making purchase decisions. In this context, personal care influencers have become important sources of reviews, product demonstrations, and brand-related information. The objective of this study is to examine the impact of influencer marketing on Generation Z purchase decisions in the personal care products market, with particular attention to influencer credibility, brand popularity, credibility of information, brand loyalty, and influencer expertise. The study applies a survey research design based on primary data collected from 252 Generation Z respondents, mainly from Pune, Maharashtra, India. A structured questionnaire was distributed through social media platforms, including LinkedIn, Facebook, and WhatsApp groups. The study used non-probability convenience sampling. The collected data were analysed using percentage statistics, hypothesis testing, ANOVA, and Spearman rank correlation analysis. The findings show that credibility of information and influencer expertise significantly affect Generation Z purchase decisions. The hypothesis testing results indicate that credibility of information has a significant effect on purchase decision, with p = 0.021, while influencer expertise also has a significant effect, with p = 0.005. In contrast, influencer credibility and brand popularity were rejected as direct significant predictors in the hypothesis testing. Correlation analysis revealed a moderate positive relationship between brand popularity and purchase decision, and between credibility of information and purchase decision. The study concludes that Generation Z consumers are influenced more by reliable information and influencer expertise than by brand popularity alone. Future studies should use larger and more diverse samples, compare different product categories, include platform-specific analysis, and examine mediating variables such as trust, engagement, authenticity, and visual content quality.