Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Ramprabha, K.; Bhargava, Swati; Rajasekar, T.; Prashanth, Kanniga; Vinnarasi, B.; Krishnamoorthi, M. Title A name given to the resource Effectiveness of Influencer Marketing Campaigns on Purchase Decision of Apparel Brands: A Study Among Millennial and Gen Z Consumers in India Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Studies in Systems, Decision and Control;Volume;613;pp.439-449 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1007/978-3-031-99470-8_46" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/978-3-031-99470-8_46</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105039590712?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105039590712?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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. Subject The topic of the resource Apparel brands; Gen Z consumers; India; Influencer marketing; Millennial; Purchase decision Publisher An entity responsible for making the resource available Springer Science and Business Media Deutschland GmbH Relation A related resource ISSN: 21984182; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online