The Influence of Influencer Marketing on Generation Z’s Purchase Decisions on Instagram

Abstract

The development of digital technology and the widespread use of social media have established Influencer Marketing as a dominant marketing strategy, particularly among Generation Z. This study aims to analyze and synthesize empirical research findings regarding the influence of Influencer Marketing on Generation Z’s purchase decisions, with a specific focus on the Instagram platform. The method employed is a Systematic Literature Review (SLR), which involves collecting and analyzing relevant scholarly journals from leading databases such as Google Scholar, ScienceDirect, and ProQuest within the last five years (2020 2025). The reviewed studies examine topics such as influencer credibility, content quality, and Gen Z’s purchase intention. The synthesis results reveal that influencer credibility particularly trustworthiness and expertise is a key determinant that significantly affects purchase decisions. However, most studies agree that this influence is moderated by the type of content and the level of skepticism exhibited by Gen Z. This review provides a clearer theoretical framework for understanding the mechanisms of influencer impact and offers practical recommendations for marketers targeting this generation on Instagram.