Do social media influencers affect Gen-Z and Millennials´ purchase intentions differently?

Abstract

The goal of this study is to determine how perceptions of Social Media Influencers (SMIs) affect Gen Z and Millennials' purchase intention. It also seeks to pinpoint elements influencing consumer perceptions of SMIs. To accomplish this, it is provided a conceptual framework that blends the theory of planned behavior (TPB) and theorized findings from earlier influencer marketing literature. The conceptual model is empirically evaluated using two distinct regression models estimation on data collected from 164 European respondents. This study demonstrates how Gen Z and Millennials' purchasing intentions are positively impacted by perceived expertise, likeability, and trustworthiness toward SMIs. It also shows that, despite Gen Z's greater congruence in terms of trust with influencers, there are no significant differences between the two generations in terms of how they are influenced and how they view SMIs. The study's findings aid fashion industry marketers and advertisers in their understanding of how influencer marketing influences consumer purchase intent. Additionally, they help marketers choose influencers more effectively capable of inspiring purchase intentions among current and potential customers by helping them comprehend the aspects that underlie attitudes toward SMIs in the two most digitalized generations.

Date of Award	20 Oct 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)