INFLUENCER MARKETING, CONSUMER BRAND ENGAGEMENT, AND SUSTAINABLE BEHAVIOUR AMONG GENERATION Z: A STRATEGIC AND BEHAVIOURAL ANALYSIS
DOI:
https://doi.org/10.69980/db2avb12Keywords:
Influencer Marketing, Consumer Brand Engagement, Sustainable Marketing, Generation Z, Social MediaAbstract
In the digital era, influencer marketing has emerged as a powerful strategy for engaging Generation Z consumers; however, limited research explains how it simultaneously influences consumer brand engagement and sustainable marketing outcomes. This study adopts the Stimulus–Organism–Response (S-O-R) framework to examine how influencer marketing (stimulus) shapes consumer perceptions and leads to behavioural responses among Gen Z. A quantitative research design was employed using a structured questionnaire based on a 5-point Likert scale, with data collected from 150 respondents through convenience sampling. Descriptive statistics, regression analysis, and ANOVA were used to test the proposed relationships. The findings reveal that influencer marketing has a strong positive effect on consumer brand engagement (R² = 0.576) and a moderate to strong impact on sustainable marketing (R² = 0.459). These results indicate that influencer-driven communication significantly enhances both consumer interaction and sustainability-oriented behaviour. Additionally, factors such as credibility, authenticity, and transparency were identified as key determinants of influencer effectiveness. This study contributes by integrating brand engagement and sustainable marketing within a single analytical framework, thereby extending the application of the S-O-R model in digital marketing contexts. The findings offer practical insights for marketers to develop influencer strategies that foster engagement while promoting responsible and sustainable consumption among Gen Z consumers. The findings provide strategic insights for firms to optimise influencer-driven marketing decisions and align engagement strategies with sustainability objectives.
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