A Study Impact on the Influencer Marketing on Brand Trust and Purchase Intention: A Comparative Study of Millennials andGenZinIndia

Abstract: Influencer marketing has become a major factor in consumerdecision-making due to the quick growth of social media, especially among Millennials and Generation Z. However, little is known about how influencer marketing affects purchase intention and brand trust, particularly in the Indian context. This study compares responses from Millennials and Gen Z and looks at how the three main components of influencer marketing relatability, authenticity, and credibility affect brand trust and purchase intention.A structured questionnaire was used to gather data from 312 active social media users in India as part of a quantitative research design. Descriptive statistics, reliability analysis, correlation, regression, mediation analysis, and independent samples t-tests were all used in the analysis of the data using SPSS. The results show that while influencer marketing has a relatively moderate effect on brand trust, it has a strong and significant impact on purchase intention. Although brand trust has a positive impact on purchase intention as well, its mediating effect isnot statistically significant, indicating that consumer decisions are directly influenced by influencer marketing. Furthermore, there was no discernible difference in the purchasing habits of Gen Z and Millennials.By highlighting the direct persuasive power of influencer marketing and providing useful insights for brands looking to engage digitally active consumers, this study adds to the growing body of literature on digital marketing.

Keywords: Millennials, Gen Z, Influencer Marketing, Purchase Intention, Authenticity, Credibility, and Relatability