Abstract
Research background
Influencers create a powerful influence and attract a wide audience through their presence on social media. The impact of influencer marketing on the behavior of Generation Z consumers is extremely effective. Generation Z stands out for its digital skills and enormous engagement on social media.
Purpose
The aim of this paper is to research how influencer marketing affects the attitudes, opinions and behavior of Generation Z in the context of consumption.
Research methodology
The main research tool was a questionnaire consisting of closed multiple-choice questions. Empirical research was conducted on a sample of 252 respondents. Descriptive statistical analysis and multivariate statistical analysis (multiple regression method) were used in the primary data analysis to determine the direction and strength of the correlation between the observed variables and to confirm differences in behavior.
Results
The results indicate an extremely strong connection between influencers, social networks and the purchase decisions of Generation Z but influencers do not have the same influence on consumers of all generations.
Novelty
This paper contributes to the understanding of the correlation between influencers and the consumers of generation Z and indicate the factors that are crucial for the successful influencer marketing in the modern business environment.