Gen Z Influence Unleashed: The Dynamic Impact of Social Media Influencers on Consumer Behaviour in the Digital Era

Abstract

The proliferation of this technological advancement has led to the development of a strategic marketing approach that is recently transitioning into the period of digitalization. Companies progressively employ digital marketing as a substitute for conventional marketing strategies to advertise their brands and extend their influence to a broader audience. Digital marketing encompasses a variety of channels, such as search engines, social media, display advertising, mobile marketing, and other digital platforms. The objective of this study is to examine the influence of social media influencers on consumer behavior, with a specific emphasis on their ability to shape consumer views and intentions to make purchases. A systematic review of relevant literature was conducted, focusing on studies published between 2020 and 2024. Search criteria included keywords such as "Digital Marketing", "Social Media”, "Influencers", and "Generation Z." A total of 10 high-quality journals were selected for analysis based on the PRISMA Guidelines. The findings reveal that social media influencers play a significant role in influencing consumer behavior by leveraging their trustworthiness, credibility, and engagement with their followers. Influencer marketing has become a potent strategy for brands to establish connections with targeted audiences, enhance brand exposure, and stimulate interaction and conversions.