Influencer Marketing and Its Role in Driving Sales among Gen Z Consumers: Assessing Roi and Trust-Building in Social Commerce

Abstract

This paper explores the growing significance of influencer marketing as a digital strategy to drive sales among Generation Z consumers. In the age of social commerce, trust and relatability are key metrics that determine the success of influencer campaigns. The study investigates how Gen Z interacts with influencer content, the psychology behind their purchase decisions, and how return on investment (ROI) can be effectively measured in this context. Using a mix of empirical studies, industry insights, and consumer behavior models, the paper provides an in-depth analysis of how brands can build trust through influencers and evaluate the profitability of their campaigns.

Keywords: Influencer marketing, Gen Z, social media, digital marketing, sales conversion