Impact of Social Media Influencer Collaborations on Brand Equity and Purchase Intention among Gen Z Consumers

Project Abstract

This study investigates how collaborations with social media influencers shape brand equity and purchase intention among Gen Z consumers, focusing on how trust, authenticity, perceived quality, and social currency mediate these relationships. A mixed-methods design was employed, combining quantitative surveys of 600 Gen Z respondents across three demographic segments (students, early-career professionals, and aspiring influencers) with qualitative interviews of 20 marketing practitioners and 15 influencers to capture nuanced mechanisms behind observed effects. The theoretical framework integrates source credibility theory, parasocial interaction, and consumer-brand engagement to explain how influencer attributes (credibility, attractiveness, relatability), collaboration types (sponsored posts, affiliate programs, long-term ambassadorship), and platform ecosystems (TikTok, Instagram, YouTube) influence perceived brand quality, loyalty, and equity dimensions (awareness, associations, perceived quality, and loyalty). Findings indicate that authenticity and perceived alignment between influencer and brand significantly amplify brand equity, with trust acting as a full mediator between influencer credibility and perceived quality, and perceived quality partially mediating the effect on purchase intention. Short-term campaigns yield rapid spikes in awareness and favorable associations but have limited impact on long-term brand loyalty unless coupled with consistent messaging and ongoing ambassador relationships. The study also reveals that Gen Z’s purchase intention is more strongly influenced by utility-oriented content (tutorials, demonstrations) and social proof (peer comments, user-generated content) than by glamour-oriented endorsements, though the latter can enhance brand desirability when paired with meaningful value propositions. Intrinsic motivation for following influencers (need for entertainment vs. information) moderates the relationship between engagement and purchase intention, suggesting that higher information-seeking individuals respond more positively to informative content and product demonstrations. The research identifies a boundary condition overexposure to influencer content can lead to ad fatigue and diminished brand equity gains, particularly for niche brands with smaller audiences. Practical implications emphasize co-creation of authentic campaigns, careful influencer-brand alignment, transparent disclosure practices, and integrated measurement frameworks that track changes in brand equity components and conversion metrics across multiple platforms. The study contributes to marketing scholarship by articulating a comprehensive model of influencer-driven brand equity formation and by providing actionable guidelines for optimizing influencer collaborations to sustain purchase intent among Gen Z consumers. Limitations include potential self-report bias, cross-sectional design for the main survey, and limited generalizability beyond the studied platforms and cultural contexts. Future research directions propose longitudinal studies to examine durability of brand equity effects, experimental designs to isolate content variables, and cross-cultural comparisons to understand geo-specific consumer responses to influencer strategies.

Project Overview

What This Project Is About

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A plain-language overview of how brands work with popular social media creators to influence how Gen Z thinks about a brand and whether they want to buy from it. The project looks at how partnerships with influencers affect a brand’s image (brand equity) and the likelihood of Gen Z consumers to purchase.

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The Problem It Addresses

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Despite many brands using influencers, there is mixed evidence on how these collaborations actually boost brand value and sales among Gen Z. The gap is understanding which aspects of collaborations matter most and for whom.

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Objectives of the Project

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1. Explain what brand equity means in simple terms and why it matters for marketing.
2. Identify key factors in influencer collaborations that influence Gen Z perceptions.
3. Assess how these collaborations affect purchase intention among Gen Z.
4. Provide practical recommendations for designing effective influencer partnerships.

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What You Will Do Step by Step

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1. Review existing literature on influencer marketing and brand equity.
2. Develop a small survey or interview guide targeting Gen Z consumers.
3. Collect data from a sample of Gen Z respondents about their views on influencer posts and brands.
4. Analyze responses to identify patterns in perceptions and purchase intent.
5. Interpret results and relate them to brand equity concepts.
6. Draft actionable guidelines for brands on collaboration strategies.

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Expected Outcome

Clear insights into how influencer collaborations shape brand equity and the likelihood of Gen Z to purchase, plus practical, easy-to-implement recommendations for brands and marketers.