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@article{204691,
        author = {P Madhavi and Shanti Kiran and A.Swapna and Aditya Hemantrao Akolkar and Zaker Ul Oman},
        title = {Impact of Social Media Influencers on Consumer Purchase Decisions Gen Z},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {3403-3408},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=204691},
        abstract = {Social media's explosive growth has completely changed how consumers research products and make decisions about what to buy. Particularly among Generation Z (Gen Z), a group distinguished by high levels of digital engagement and social media usage, social media influencers have become potent marketing agents that mold customer attitudes, perceptions, and purchasing behavior. This study looks at how Gen Z consumers' purchasing decisions are influenced by social media influencers. It investigates how consumer trust and purchase intentions are influenced by elements such influencer trustworthiness, authenticity, competence, attractiveness, and content quality. According to the study, Gen Z consumers are more likely to be swayed by relatable and genuine influencers than by conventional advertising techniques. Product reviews, suggestions, unboxing videos, and lifestyle postings are examples of influencer-generated content that has a big impact on customer engagement, purchasing behavior, and brand exposure. Additionally, the study explores how various social media platforms might promote brand loyalty and facilitate influencer-consumer interactions. According to the research, Gen Z customers' perceptions of products are improved, information uncertainty is decreased, and planned and impulsive purchases are encouraged by social media influencers. The study advances knowledge of digital marketing tactics and offers insightful information to companies looking to successfully engage younger customers through influencer marketing. Additionally, it gives marketers advice on how to create genuine and significant influencer relationships that suit the tastes and demands of Generation Z consumers. Secondary data were systematically collected from peer-reviewed journals, industry reports, review papers, and scientific databases published between 2010 and 2026. The findings revealed a substantial increase in consumer preference toward clean-label, gluten-free, high-fiber, and protein-enriched bakery formulations. Statistical and graphical analyses further demonstrated significant growth in demand for sustainable and functional bakery products globally. The study concludes that continuous innovation, technological advancement, and consumer-oriented product development are essential for improving industrial competitiveness and achieving sustainable growth in the bakery sector.},
        keywords = {Influencer marketing, consumer behavior, digital marketing, Generation Z (Gen Z), social media influencers, and consumer purchasing decisions.},
        month = {June},
        }