Current Volume 9
Impact Of Influencer Marketing on Gen Z Purchase Intentions: A Study Focusing on Lifestyle Tech Products
Abstract
As Generation Z (Gen Z) cements its status as a dominant economic force, traditional advertising is increasingly bypassed in favor of algorithm-driven, creator-led content. This study investigates the impact of influencer marketing on the purchase intentions of Gen Z consumers within the lifestyle technology market—a category defined by products that blend functional utility with personal aesthetic and social status.Using a mixed-methods approach, the research analyzes how key influencer attributes, such as perceived authenticity, technical expertise, and parasocial interaction, drive consumer trust. Findings suggest that Gen Z’s "skepticism-first" mindset prioritizes micro-influencers over traditional celebrities, as the former provide more relatable, hands-on "lifestyle integration" of tech products.The study further highlights a significant "behavioral paradox": while Gen Z consumers value rational, data-driven reviews, their final purchase intent is heavily moderated by emotional resonance and the influencer’s ability to demonstrate the product's role in a curated digital identity. The results offer strategic insights for tech brands, emphasizing that in 2026, the path to conversion lies not in broad reach, but in the cultivation of "niche credibility" and transparent, value-aligned storytelling.
Keywords
Influencer Marketing, Generation Z, Purchase Intention, Lifestyle Technology, Authenticity, Social Proof, Parasocial Interaction.
Citations
IRE Journals:
Veeral Agrawal, Dr. Pratiksha Mishra "Impact Of Influencer Marketing on Gen Z Purchase Intentions: A Study Focusing on Lifestyle Tech Products" Iconic Research And Engineering Journals Volume 9 Issue 11 2026 Page 153-159 https://doi.org/10.64388/IREV9I11-1717420
IEEE:
Veeral Agrawal, Dr. Pratiksha Mishra
"Impact Of Influencer Marketing on Gen Z Purchase Intentions: A Study Focusing on Lifestyle Tech Products" Iconic Research And Engineering Journals, 9(11) https://doi.org/10.64388/IREV9I11-1717420
About IRE Journals
IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
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