Influencer Marketing: An Analysis to Current World of Gen Z and Pre-Gen Alpha


Published: 2021-09-01

Page: 209-220

Alisha Charuvila *

CET School of Management, College of Engineering, Trivandrum, Kerala, India.

K. Jnaneswar

College of Engineering, Trivandrum, Kerala, India.

*Author to whom correspondence should be addressed.


The expanding number of social media clients sets out new opportunities in the advertising and marketing world. Marketing, which at first focused around the (product-oriented), presently has been changed into a purchaser or consumer-oriented marketing with numerous information channels claimed by buyers. Consumers are turning out to be more incredulous of the products/services offered by organizations with the numerous decisions they have. The presence of influencers is a bridge or communication medium that interfaces organizations with customers in the digital era. Through factors such as brand match, credibility, and physical attractiveness given by influencers to be reckoned with, buyers are relied upon to be more connected and mindful of the presence of a brand. This study uses primary data to analyse the Gen Z and Pre-Gen Alpha category where the study accesses that there is an impact of influencer marketing on the consumers. This study also looks into accessing that there is difference of opinion on influencer marketing concerning gender and also preference about the influencer marketing respect to Gen Z and Pre-Gen Alpha and also looks into which among traditional endorsement and social media marketing has more influence upon consumers understanding that social media marketing has more influence and is preferred.

Keywords: Influencer marketing, Gen Z, Pre-Gen alpha, influencers, purchase intention, consumer behaviour

How to Cite

Charuvila, A., & Jnaneswar, K. (2021). Influencer Marketing: An Analysis to Current World of Gen Z and Pre-Gen Alpha. Asian Basic and Applied Research Journal, 3(1), 209–220. Retrieved from


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