A Strategic Analysis of Influencer Marketing Effectiveness on Gen Z Consumer Engagement Across Social Media Platforms

Abstract

Gen Z emerging as a dominant consumer group known for its digital fluency and preference for authentic, relatable content, brands increasingly rely on influencers to drive engagement and brand loyalty .This study investigates the strategic effectiveness of influencer marketing in engaging Generation Z consumers across various social media platforms, including Instagram, TikTok, and YouTube. With. The research adopts a mixed-method approach, combining quantitative data on engagement metrics with qualitative insights from surveys and focus group discussions involving Gen Z users. Findings reveal that influencer credibility, content relevance, and platform-specific formats significantly affect engagement outcomes. TikTok and Instagram Reels, characterized by short-form, visually engaging content, outperform static posts in generating interaction. Moreover, micro-influencers tend to generate higher trust and niche community engagement compared to macro-influencers.The study offers strategic recommendations for marketers seeking to optimize influencer partnerships to maximize Gen Z engagement across social media ecosystems.