A STUDY ON THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON GEN Z’S PURCHASE DECISIONS FOR ELECTRONIC PRODUCTS IN CHENNAI CITY

Abstract

Social media influencers have become an important source of information for consumers, particularly among Generation Z (Gen Z). This study examines the influence of social media influencers on Gen Z’s purchase decisions for electronic products in Chennai City. The study focuses on the role of social media platforms, influencer characteristics, and exposure to influencer content in shaping consumers’ purchase decisions and purchase intentions.

A descriptive research design was adopted for the study. The study was conducted among 140 Gen Z consumers in Chennai City, selected through stratified random sampling. Primary data were collected using a structured questionnaire, while secondary data were collected from books, journals, articles, and relevant online sources. The data were analysed using percentage analysis, t-test, ANOVA, correlation, and regression analysis based on the study objectives.

The findings indicate that YouTube and Instagram are the major platforms used by Gen Z consumers for obtaining information about electronic products. The study also found that social media influencers have a significant influence on purchase decisions. Among the influencer factors, authenticity, credibility, expertise, product reviews and recommendations, and engagement were positively associated with purchase decisions. Further, exposure to influencer content showed a significant positive relationship with consumers’ purchase intention.

The study concludes that social media influencers play a significant role in the electronic product purchasing process of Gen Z consumers in Chennai City. Authentic, credible, and informative influencer content can help marketers and electronic product brands effectively reach and influence Gen Z consumers.