The role of Tiktok influencer marketing in shaping gen z'sbuying behavior and engagement with brands

The purpose of this thesis is to examine the intricate connections between consumer behavior and marketing strategies, which is accomplished by exploring the role of age demographics and a variety of other important factors like trustworthiness, expertise, attractiveness, and consumer-based equity in helping consumers to make a purchasing decision. The study uses a mixed-methods approach which involved quantitative analysis such as ANOVA, regression analysis, and post hoc tests as well as qualitative analysis. The study is a tool for both theoretical underpinnings and practical implantation of these relationships. The results uncover substantial correlations between credibility, knowledge, appearance, and CBE with prone to purchase, which drives home the complexity of consumer purchasing processes. However, the study reveals the different age segment tribes in terms of consumer preferences and decision-making, which emphasizes the role of customized marketing strategies according to the demographic segments. The empirical findings of the study also support and adds to the existing theories like source credibility theory and elaboration likelihood model. This research has also brought new dimensions in understanding the role of age in consumer behavior. The report provides the manager with a set of actionable recommendations for the companies, which are in charge of marketing strategy refinement. It also emphasizes the need for the creation of trust, for the demonstration of expertise, for the application of attractiveness, and for the enhancement of consumer-based equity to increase the purchase intentions. The acceptance of a multifaceted view of consumer psychology and preferences can lead businesses to develop more focused and efficient marketing campaigns which will eventually result in the creation of stronger bonds between the brand and the customer as well as the promotion of the business growth. This study adds to the growing body of knowledge in marketing and consumer behavior area, presenting practical implications for both scholars and practitioners working in marketing and brand management.