Gen Z Perception on Influencer Marketing

2026-06-13

The study assesses awareness of influencer marketing among Gen Z consumers (18–28 years) in Kathmandu Valley by examining influencer-endorsed categories and social media platform usage. A quantitative survey was conducted among 630 respondents (315 males and 315 females) using Computer-Aided Personal Interviewing (CAPI), with data analyzed using descriptive statistics and thematic analysis of open-ended responses.

The findings show that Fashion & Clothing has the highest purchase efficiency (93%), followed by Beauty & Skincare (86%), while Automobile with the lowest (25%). Tech & Gadgets influencers are considered the most trustworthy by 84% of respondents, while 86% of male respondents trust Health & Fitness influencers and 84% of female respondents trust Tech & Gadgets influencers. Instagram is the most preferred social media platform, with 64.64% spending the most time watching videos and 92.54% preferring Instagram Reels. Additionally, 34.29% of respondents spend 3–5 hours on social media daily, and 60% are most active between 7 p.m. and 9 p.m. Overall, the findings highlight the growing influence of digital creators on Gen Z's awareness, trust, and purchase decisions, providing valuable insights for brands to develop effective influencer marketing strategies.

Influencer marketing has a strong presence among Gen Z, with Fashion & Clothing and Beauty & Skincare driving the highest purchase efficiency. Instagram remains the leading platform for influencer content and media consumption, while trust in influencers varies by category and gender, highlighting valuable opportunities for brands to strengthen their influencer marketing strategies.

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