The impact of influencer marketing on Gen Z's purchase intentions in the fashion industry
Published: July 29, 2026
Abstract
This study explores the impact of influencers on Gen Z's purchasing decisions in the fashion industry. A survey of 205 Gen Z participants was conducted, with 194 valid responses from individuals who had made purchases through influencers. The findings reveal that Gen Z is highly influenced by influencers and is willing to pay for fashion products recommended by them. Notably, Micro and Nano influencers are the most trusted, with participants spending an average of two hours per day following them. TikTok emerged as the dominant platform for influencer-driven fashion purchases.
Keywords
influencerspurchase intentionGen Zfashion
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