The Influence of Influencer Marketing on the Consumer Behavior of Generation Z

Faragó Gréta (2025) The Influence of Influencer Marketing on the Consumer Behavior of Generation Z. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis focuses on the impact of influencer marketing on the consumer behavior of Generation Z in the context of the digital world. As part of this study, a focus group discussion with Generation Z consumers was conducted, along with an interview with a social media professional, which served as the basis for the qualitative research. The study aims to understand the impact of perceived influencer credibility on consumer trust, the role of influencers in purchasing decisions, and the differences in strategies for various social media channels. The research outlined that trust(authenticity), relatability, and purchase behavior depend on the content of the social media platform in question. Generation Z consumers relate more with micro-influencers which explains the greater engagement, while platform characteristics play a considerable role in the success of influencer marketing campaigns. The research calls attention to the fact that brands are in need of evolving strategies in terms of credibility and relevance. This study aids in understanding the implications of influencer marketing on consumer behavior but also adds to the broader discussion on the contemporary consumer culture and offers suggestions for marketing professionals aimed at a digitally oriented audience.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	advertising, influencer, online marketing, Social media, Z generáció
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 14:51
Utolsó módosítás:	2026. Ápr. 09. 14:51

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