The effect of social media influencers on generation Z's purchase intention: The case of Instagram

With the rapid increase of digitalization, social media marketing has become a significant field and has allowed the use of various marketing methods. Among these, influencer marketing stands out as a strategy that directly affects consumer purchasing behavior. The aim of this study is to examine the effects of influencers' characteristics (attractiveness, trustworthiness, expertise, entertainment value, and similarity) on Generation Z consumers' purchase intentions on the social media platform Instagram. The study aims to contribute to the marketing literature while also providing practical insights and strategic recommendations for businesses. A quantitative research method was adopted, and the data were collected through an online survey. The research population consisted of Instagram users, while the sample was composed of Generation Z individuals who follow at least one influencer. The questionnaire included demographic questions, items related to Instagram usage habits, and scales measuring the research variables. The collected data were analyzed using statistical techniques commonly applied in social sciences. The findings of the study revealed that certain influencer characteristics have a stronger impact on Generation Z's purchase intentions. In particular, influencers' visual attractiveness and the sense of similarity they establish with their followers emerged as significant factors influencing purchasing behavior. On the other hand, some characteristics were found to be less effective than expected. Additionally, participants' evaluations of their social media usage further supported the role of influencer marketing on young consumers. In conclusion, it can be stated that specific influencer characteristics play a decisive role in shaping Generation Z consumers' purchase intentions. This indicates that brands should act strategically in influencer selection and that collaborations with influencers who align with the target audience may increase purchase intentions. The research contributes to the academic literature and offers practical guidance for businesses to develop effective strategies in social media marketing.