Influencer Marketing and Generation Z towards Lifestyle Products in Ludhiana District: Role of Influencer Attributes on Purchase Intention

Influencer marketing has become a popular digital communication tactic for connecting with Generation Z consumers. This study analyses the impact of influencer marketing awareness and influencer attribute dimensions on Gen Z purchase intentions. A structured, self-administered questionnaire was used to gather primary data from 200 Gen Z respondents in Ludhiana district using convenience sampling. Statistical tools like one-sample t-test and multiple regression analysis were used for the analysis of data. Results revealed that 79% of respondents knew about influencer marketing, and 66.5% of them used Instagram. Engagement and values (β = 0.23, p = 0.09) were found to be significant and positive predictor of purchase intention among the variables. The awareness of influencer marketing, authentic and informative content, content quality were found to be non-significant predictors.