Social Media Influencer Marketing and Generation Z Consumer Behaviour: Implications for Digital Economic Value

Abstract

Social media influencer marketing now plays a major role in shaping online consumer behaviour and digital business activities within today’s competitive online marketplace. The increasing popularity of social media platforms such as TikTok, Instagram, and YouTube has a significant impact on Generation Z consumers' online engagement, brand perception, and digital purchasing habits. This study investigates the effects of social media influencer marketing on Generation Z consumer behaviour and its implications for digital economic value. The study uses a qualitative descriptive technique, with secondary data sourced from digital marketing reports, journal articles, and social media industry publications released between 2020 and 2025. The data show that influencer marketing has a considerable impact on customer trust, online engagement, brand interaction, and digital purchasing behaviours. The study also shows that influencer marketing promotes digital business growth and economic sustainability in today's online business environments.