The Effect of Influencer Marketing on Gen Z Purchasing Intentions in Emerging Economies

Ida Bagus Surya Dharma (Universitas Brawijaya)
Hengky Hengky (Universitas Brawijaya)
Lim Lee Ching (Universiti Sains Malaysia)
Lim Shi Ni (Universiti Sains Malaysia)
Lim Shu Zhen (Universiti Sains Malaysia)
Lim Zhi Yee (Universiti Sains Malaysia)
Nsobundu Ugochukwu Brayn (Alex Ekwueme Federal University)
Sehrish Syed Ilyas (CMS Business School)
Kok Ban Teoh (ViTrox College)
Odebunmi Abayomi Tunde (Osun State Polytechnic)
Gai Sin Liem (Ma Chung University)
Friday Ogbu Edeh (Kampala International University)
Rupesh Kumar Sinha (National Centre for Polar and Ocean Research)

Asia Pacific Journal of Management and Education
Vol 7, No 3 (2024): November 2024

The emergence of influencer marketing in developing countries has been facilitated by Generation Z's use of social media. This study's goal is to discover how influencer marketing will affect Gen Z consumers' purchasing intentions in Indonesia, Malaysia, India, and Nigeria. In this study, the data were examined utilizing descriptive, reliability, correlation, and regression analysis employing quantitative research and IBM SPSS Statistics 26. The data collection method was carried out online with a group of 150 individuals from the Gen Z demographic participating. The study highlights that perceived influencer credibility, product-influencer relevance, perceived expertise, and trustworthiness significantly impact Gen Z's purchasing intentions in Indonesia, Malaysia, India, and Nigeria. Authentic, credible influencers who align with a brand's image strengthen consumer trust and purchase intent. Marketers should prioritize collaborations with influencers known for genuine, relatable, and expert content, fostering deeper engagement and brand loyalty. While peers' reviews showed less impact, further research could explore Gen Z's evolving approach to social proof.