Impact Of Social Media Influencers Shape Brand Trust And Sales In Gen Z

The rise of social media has significantly transformed marketing strategies, with influencers emerging as pivotal drivers of brand trust and purchase decisions, particularly among Generation Z. This study examines how influencers on platforms such as Instagram, TikTok, and YouTube impact Gen Z’s perceptions of trust and their subsequent purchasing behaviors. Using a structured questionnaire survey targeting Gen Z consumers, the study identifies key factors influencing trust, including authenticity, relatability, and transparency of influencers. Data analysis through pie charts, bar charts, percentage and ANOVA highlights that trust in influencers and product demonstrations are the primary factors leading to purchases, with Instagram being the most preferred platform for following influencers among respondents. The findings indicate that influencer marketing is an effective strategy for brands aiming to engage Gen Z, demonstrating that influencers not only enhance brand awareness but also actively drive purchase decisions by creating a sense of community and authentic product communication. This research provides valuable insights for marketers on leveraging influencer collaborations to effectively reach and convert Gen Z consumers