THE ROLE OF INFLUENCER AUTHENTICITY AND BRAND TRUST IN SHAPING CONSUMER BEHAVIOR: STRATEGIES TO ENGAGE GENERATION Z
Dipti Baghel · ShodhKosh Journal of Visual and Performing Arts · 2023
In recent years, the rise of influencer marketing has significantly transformed how brands communicate with consumers, particularly Generation Z (Gen Z). This paper explores the role of influencer authenticity and brand trust in shaping consumer behavior, with a specific focus on engaging Gen Z. Generation Z, born between 1997 and 2012, is known for its high digital engagement, skepticism toward traditional advertising, and demand for authenticity in online interactions. Influencers, individuals who have built substantial followings on social media platforms, have become pivotal in brand promotion due to their perceived authenticity and trustworthiness. This paper investigates how influencer authenticity impacts brand trust, which, in turn, influences Gen Z's purchasing decisions and brand loyalty. The study further explores strategies that brands can implement to build authentic relationships with influencers and engage the Gen Z consumer effectively. By understanding the dynamics of authenticity and trust, brands can develop targeted marketing strategies that resonate with this audience and foster long-term consumer relationships.