The Influence of Influencer Advertising on Gen Z Consumer Decisions: A Psychological Literature Review

Abstract

The rapid development of social media has transformed marketing communication strategies from conventional approaches to socially driven influence-based techniques known as influencer marketing. Generation Z, as digital natives, demonstrates heightened sensitivity to persuasive messages delivered by influencers. This study aims to examine the psychological mechanisms mediating the influence of influencer advertising on Gen Z’s purchasing decisions through a literature review from 2015 to 2025. A narrative- descriptive approach was employed by reviewing ten downloadable scholarly articles from Google Scholar and national scientific repositories. Thematic analysis identified five dominant psychological mechanisms: credibility, authenticity, parasocial relationships, attractiveness, and value congruence. These elements operate simultaneously across cognitive, affective, and conative processes, shaping Gen Z’s perceptions, attitudes, and purchase intentions. This article provides theoretical insights into the role of consumer psychology in influencer marketing and practical recommendations for marketers to design effective digital campaigns.