September 17, 2025Deleted JournalOpen Access

The Role of Social Media Influencer Communication in Influencing the Attitudes and Consumer Behavior of Generation Z in Urban Areas

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Qualitative analysis shows social media influence shapes attitudes in Generation Z, suggesting a shift in brand loyalty.

Social media influencers significantly impact the purchasing decisions of Generation Z in urban areas.
The study identifies trust and credibility as key trends influencing Generation Z's consumer behavior.
By exhibiting authenticity, influencers reshape brand perceptions and loyalty among Generation Z.
Influencers' ability to create community connection enhances their effectiveness in marketing strategies.

Alam et al. (2025) studied this question.

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