Notes

According to the study's findings, social media has a substantial impact on shaping the attitudes and behaviours of generation y and z groups towards environmentally conscious consumer choices. Social media has a substantial impact on shaping the attitudes and behaviors of generation y and z groups towards environmentally conscious consumer choices. Sethuraman (2023)
Social media marketing tactics can effectively promote sustainable products and communicate with Generation Z customers. (Tan, et al.,2023)
Gen Z occupied the highest percentage of the population. Therefore, Gen Z is a potential target market that has a considerable influence on purchasing decisions. Based on the characteristics of Gen Z, who are digital natives, the use of social media is the right marketing strategy for consumers who are counted into Gen Z category. (Nugroho, et.,2022). Social media influencers have become important mediators in consumer decision making, particularly for younger consumers. A social media influencer is an opinion leader or tastemaker in one or more areas of consumption, who has a considerable following in social media and they are more likely to be influenced by them in their purchasing decisions. (Kahri et al., 2020) All the credibility related characteristics, namely expertise, trustworthiness, attractiveness and popularity, influence consumers' purchasing intentions. Moreover, it was confirmed that an increase in the influencer’s credibility might increase the user’s purchase intentions. (Nascimento, 2019) Generation Z, who was born into a digital world and can use digital environments effectively, is the youngest and potentially largest consumer group, is at the center of attention of marketers and consumer psychology researchers. In addition to having a significant consumption power, it attracts the attention of marketers and researchers because it also has very different characteristics from previous generations in terms of consumption habits. Social media influencers are one of the most important marketing communication and social interaction elements for Generation Z, who grew up with digital, expects instant access to information, and is interested in short video content. (Dergisi, 2023) Social media influencers have an important impact on consumers' buying behavior, with a greater tendency to acquire what is marketed. Factors that increase confidence in social media influencers are whether the consumer feels connected, honesty and that social media influencer markets products and/or services within its area of expertise (Singh, 2021).




Sethuraman, P., G, A., & M, R. (2023). Social Media's Effect on Millennials and Generation Z's Green Purchasing Habits. International Journal of Professional Business Review. https://doi.org/10.26668/businessreview/2023.v8i5.1470.

Tan, T., & Trang, D. (2023). Social media’s impact on Generation Z’s purchasing behavior of sustainable products. International Journal of Emerging Trends in Social Sciences. https://doi.org/10.55217/103.v15i1.674.

Nugroho, Santi & Rahayu, Mintarti & Hapsari, Raditha. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation: Study on consumers of Korea cosmetic product. International Journal of Research in Business and Social Science (2147- 4478). 11. 18-32. 10.20525/ijrbs.v11i5.1893.
https://repositorio.ucp.pt/handle/10400.14/29243
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Understanding the role of influencers’ credibility in social media and its impact on consumers’ purchase intentions

https://www.taylorfrancis.com/chapters/edit/10.4324/9780429322501-10/parasocial-relationships-generation-consumers-social-media-influencers-elina-n%C3%A4rv%C3%A4nen-tytti-kirvesmies-elina-kahri
Elina Narvanen, Tytti Kirvesmies, Elina Kahri (2020) Parasocial relationships of Generation Z consumers with social media influencers




"The Role of Social Media Influencers in Consumer Psychology: An Evaluation of Generation Z Research." Nesne Psikoloji Dergisi (2023). https://doi.org/10.7816/nesne-11-28-09.


Singh, Kamaldeep. “Influencer Marketing From a Consumer Perspective: How Attitude, Trust, and Word of Mouth Affect Buying Behavior.” European Integration Studies (Kaunas University of Technology. Spausdinta), vol. 1, no. 15, Sept. 2021, pp. 231–41. https://doi.org/10.5755/j01.eis.1.15.28803.