Investigation of how brands using influencer marketing affect the purchasing decisions of the Z generation in the context of Türkiye

Abstract

Influencer marketing has significantly altered the way brands connect with their target audience, specifically Generation Z. The aim of this research is to explore how brands using influencer marketing impact the purchasing decisions of Generation Z individuals aged 15 to 25 in Istanbul, Türkiye. Data collection for this study is conducted through a qualitative study approach. A semi-structed questionnaire is used to assess how Generation Z’s perception of an influencer affects how they engage with a brand and how that shapes their buying decision process. The results of this study showed that the attractiveness, integrity and level of fame that an influencer possesses affect the way Generation Z perceives them. If they have loyalty towards an influencer, they are more likely to have loyalty towards the brand associated with the influencer. The conclusions drawn from this study are particularly valuable for brands interested in optimizing their influencer marketing strategies to efficiently establish a connection with Generation Z in the Turkish market.