Published Paper Details:

This research explores the impact of social media influencer marketing on Generation Z consumers' buying habits in India's beauty products market. As more and more platforms like Instagram, YouTube, and TikTok become popular, the influencer stands at the center of influencing customers. This research seeks to examine the degree to which influencer marketing impacts Gen Z's trust, brand attitude, and buying behavior. The study employs a mixed-methods approach, with quantitative questionnaires merged with qualitative in-depth interviews in order to derive in-depth data. The survey sample consists of 349 respondents aged between 18-25 years, predominantly engaging with social media beauty influencers. Statistical analyses such as the chi-square test and regression analysis are employed in identifying significant relationships between demographic factors and consumer buying behavior. Findings are that most Gen Z consumers find influencer endorsement more credible than traditional advertising. Influencer authenticity and credibility are the most powerful purchase drivers and trust drivers. Visual formats such as review and tutorial videos significantly boost product awareness and purchase drive. However, the research also points to issues such as consumer distrust of sponsored content and sheer numbers of promotions. These negatively affect trust and engagement. The research holds that while influencer marketing is a sales driver, it should be balanced with authenticity and openness to ensure consumer trust. Implications for marketers are that they have to collaborate with genuine influencers, create interesting and informative content, and adhere to ethical standards in order to establish longterm relationships with consumers. The study contributes to the existing literature on consumer behavior and digital marketing, and the findings are useful for brands that need to target the busy Gen Z consumers in India.