ItemBook Chapter

Effectiveness of Influencer Marketing Campaigns on Purchase Decision of Apparel Brands: A Study Among Millennial and Gen Z Consumers in India

Title
Effectiveness of Influencer Marketing Campaigns on Purchase Decision of Apparel Brands: A Study Among Millennial and Gen Z Consumers in India
Creator
Ramprabha, K.; Bhargava, Swati; Rajasekar, T.; Prashanth, Kanniga; Vinnarasi, B.; Krishnamoorthi, M.
Description
The present study adopted the descriptive research design exploring the effectiveness of influencer marketing campaigns on the purchase decision processes of the Millennials and Generation Z consumers in India. Every reasonable effort will be made to reach these two, being otherwise alike: Millennials, aged 2642years and Generation Z, aged 1825years, identified by purposive sampling on the basis of their active usage of social media and their shopping for apparel products over the Internet, whether as a result of direct purchase or through influencer recommendations. The total sample size is to be 625 respondents to ensure statistical validity. The data will be collected by means of a structured questionnaire distributed to the targeted consumers across regions in India. The collected data is analysed with the help of the statistical tools Independent Sample t-test, Correlation and Regression. finally this study conclude that there is positive impact of Influencer Attributes (Trustworthiness, Authenticity, Expertise, Popularity) and Campaign Characteristics (Content Quality, Engagement Rates, Platform Choice, Frequency of Post) on consumer purchase decisions. The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
Source
Studies in Systems, Decision and Control;Volume;613;pp.439-449
Date
01-01-2026
Publisher
Springer Science and Business Media Deutschland GmbH
Subject
Apparel brands; Gen Z consumers; India; Influencer marketing; Millennial; Purchase decision
Coverage
Ramprabha K., Department of Business Administration, St. Thomas College of Arts and Science, Chennai, India; Bhargava S., Jaipur School of Business, JECRC University, Jaipur, India; Rajasekar T., Department of Commerce CA, AVS College of Arts and Science (Autonomous), Salem, India; Prashanth K., Faculty, College of Economics and Business Administration, University of Technology and Applied SciencesShinas, Shinas, Oman; Vinnarasi B., Department of Commerce, CHRIST (Deemed to be University), Bangalore, India; Krishnamoorthi M., School of Commerce, Accounting and Finance, Kristu Jayanti University, Bengaluru, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 21984182;
Format
online
Language
English
Type
Book chapter

Citation

Ramprabha, K.; Bhargava, Swati; Rajasekar, T.; Prashanth, Kanniga; Vinnarasi, B.; Krishnamoorthi, M., “Effectiveness of Influencer Marketing Campaigns on Purchase Decision of Apparel Brands: A Study Among Millennial and Gen Z Consumers in India,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 17, 2026, https://archives.christuniversity.in/items/show/24064.

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