This master’s thesis examines the impact of influencer marketing on social media on the purchase intention of Generation Z and analyzes the factors that shape young consumers’ trust in the digital environment. The research focuses on comparing the influence of different types of influencers, the role of specific social media platforms, and the differences between influencer marketing and traditional and digital forms of advertising. The empirical part is based on a quantitative study conducted through a survey questionnaire on a sample of Generation Z respondents in Slovenia. The data were analyzed using statistical methods. The results indicate a statistically significant but weak relationship between exposure to influencer marketing and the purchase intention of Generation Z. It was found that Generation Z places greater trust in influencer recommendations than in traditional advertisements. Among social media platforms, TikTok and Instagram have the strongest influence on purchase intention. Nano and micro-influencers exert a greater impact on purchase consideration and purchase intention than macro and mega-influencers. Trust in the influencer and perceived authenticity of the content are identified as key predictors of purchase intention.
|
