Effect of Social Media Influencers on Brand Trust and Buying Behaviour among Gen Z Consumers in Eastern Odisha (Khordha, Cuttack, Puri, Jagatsinghpur, Kendrapara)

Abstract

The rapid growth of social media has transformed marketing practices by enabling brands to communicate directly with consumers through social media influencers. Influencer marketing has become an effective strategy for promoting products and services, particularly among Generation Z, who actively use platforms such as Instagram, YouTube, Facebook, Snapchat, and X (formerly Twitter). Influencers are increasingl recognized as credible sources of information, shaping consumer perceptions, building brand trust, and influencing purchase decisions. The present study aims to examine the effect of social media influencers on brand trust and buying behaviour among Generation Z consumers in Odisha. Specifically, the study investigates how influencer characteristics, including credibility, authenticity, expertise, attractiveness, and engagement, influence consumers' trust in brands and their buying behaviour. The study is grounded in Source Credibility Theory, Social Learning Theory, and the Theory of Planned Behaviour, providing a comprehensive framework for understanding the relationship between influencer marketing and consumer decision-making. A quantitative research approach will be adopted using a structured questionnaire to collect primary data from Generation Z consumers across Odisha. The collected data will be analysed using statistical techniques such as descriptive statistics, reliability and validity analysis, correlation, regression, and Structural Equation Modeling (SEM)/SPSS to test the proposed relationships among the study variables. The findings are expected to provide valuable insights into the effectiveness of influencer marketing in developing brand trust and influencing buying behaviour among young consumers. The study will contribute to the existing literature by providing region-specific evidence from Odisha and offer practical implications for marketers, businesses, digital agencies, and policymakers in designing effective influencer marketing strategies targeted at Generation Z consumers.