AI-Driven Influencer Marketing: A Machine Learning Analysis of Gen Z Consumer Behavior

Abstract

This research examines the role of credibility in skincare product preferences and purchase intentions of Gen Z consumers influenced by endorsements from AI-powered social media influencers. Based on Source Credibility Theory, Commitment and Trust Theory, and Theory of Planned Behavior, this research explores the impact of perceived credibility, trust, product attitudes, content quality, and AI personalization on social media interactions and purchase intentions. A quantitative cross-sectional survey study was conducted among Gen Z social media users, employing a structured questionnaire. Data analysis was conducted through correlation and regression analysis, as well as clustering and machine learning techniques in Python. The findings show that there are extremely positive correlations between the key variables, and social media interaction and AI personalization are the most influential factors in determining purchase intentions.