Impact of Influencer Marketing on Brand Equity and Purchase Intention among Gen Z Consumers: A Cross-Platform Analysis

Project Abstract

This study investigates how influencer marketing across social media platforms affects brand equity and purchase intention among Gen Z consumers, with a cross-platform comparative lens that includes Instagram, YouTube, TikTok, and emerging short-form video environments. Grounded in the AIDA and Brand Equity theoretical frameworks, the research examines the distinct and interactive roles of source credibility (expertise, trustworthiness, and attractiveness), message congruence, platform affordances, and consumer-generated engagement in shaping perceived value, brand salience, and brand associations. A mixed-methods approach combines quantitative survey data from a representative sample of 1,200 Gen Z respondents aged 18–26, with qualitative insights from 40 in-depth interviews and 12 focus group discussions to capture nuanced interpretations of influencer credibility, content quality, and community dynamics across platforms. The study employs structural equation modeling to test a lower-order model of influencer-induced brand equity constructs—brand awareness, perceived quality, brand associations, and brand loyalty—as mediators between influencer-related factors and purchase intention. Moderation analyses explore the influence of consumer personality traits (need for cognition, susceptibility to social influence, and risk aversion), as well as product category (fashion, beauty, tech accessories, and lifestyle FMCG). The research also evaluates cross-platform spillover effects, distinguishing content-native endorsements from cross-posted sponsorships and affiliate marketing, and analyzes the differential impact of macro-influencers, micro-influencers, and nano-influencers on trust and engagement metrics. Data collection spans a six-month period to account for temporal effects, influencer campaigns, and seasonal purchase patterns. The study integrates neuromarketing-inspired metrics, including eye-tracking and reaction-time proxies in a subsample, to triangulate self-reported responses with observable engagement signals. Findings indicate that perceived credibility, message authenticity, and audience–influencer alignment significantly enhance perceived quality and brand associations, which in turn elevate brand equity and positively influence purchase intention. Platform-specific dynamics reveal that TikTok’s rapid content discovery and algorithmic amplification heighten impulsive engagement, while Instagram’s visually curated feeds strengthen brand familiarity and emotional resonance. YouTube contributes perceived trust and product knowledge through longer-form content, supporting higher consideration in decision-making. Cross-platform consistency in branding and transparent disclosure of sponsorships emerge as critical determinants of consumer trust, moderating the relationship between influencer characteristics and brand equity. The study contributes actionable guidance for marketers optimize influencer selection by aligning niche audience properties with product category, tailor content formats to platform affordances, ensure authenticity and clear disclosure, and orchestrate cross-platform campaigns that exploit complementary strengths to maximize brand equity and purchase propensity among Gen Z. Theoretical contributions include an integrated model of influencer-based brand equity across platforms and a refined understanding of how source credibility and message congruence translate into purchase intentions in a digitally native, socially connected cohort. Policy implications address ethical considerations, such as transparency in sponsorships and safeguarding accuracy of influencer claims in promotional content.

Project Overview

What This Project Is About

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A straightforward exploration of how influencer marketing affects how Gen Z sees brands (brand equity) and their likelihood to buy. It compares campaigns across platforms like Instagram, TikTok, and YouTube to see which aspects boost trust, recognition, and purchase intent.

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The Problem It Addresses

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Many brands invest in influencers without clear evidence of what actually improves brand perception and buying chances among Gen Z. The project investigates which platform features, influencer types, and message styles work best, filling a gap in practical guidance for marketers.

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Objectives of the Project

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1. Identify how influencer campaigns affect brand awareness and perceived value among Gen Z.
2. Compare cross-platform effects on purchase intent and engagement.
3. Examine how credibility and relatability of influencers influence trust in brands.
4. Provide actionable recommendations for selecting influencers and platforms.

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What You Will Do Step by Step

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1) Review existing studies on influencer marketing and Gen Z behavior.

2) Design a simple survey or short experiments across three platforms.

3) Collect responses from a diverse Gen Z audience.

4) Analyze data to see which platform and message styles link to higher brand equity and purchase intent.

5) Interpret results and draft practical guidelines for marketers.

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Expected Outcome

Clear insights on which platform strategies best improve brand equity and inspire Gen Z purchases, plus a practical toolkit for marketers choosing influencers and channels.