Perception of GEN Z on Influencer Marketing

2025-04-22

This study is conducted to understand the perception and behavior of Gen Z (individuals aged 18–25) in Nepal towards influencer marketing. This, exhibits distinct online behaviors and expectations from brands. The research is a quantitative survey using structured digital questionnaires administered by experienced enumerators. The data is collected among 630 respondents from Kathmandu Valley. The study aims to explore how Gen Z engage with influencer marketing across various product and service categories and digital platforms. It acknowledges the growing dominance of influencer-led promotions in shaping not only brand awareness but also attitudes, preferences, and buying decisions.

The research examined several key areas, including trust and engagement with influencer content, impact of influencers on purchase decisions, brand recall, preferred types of influencers. The findings revealed that fashion and clothing had the highest brand recall across both genders. Celebrities emerged as the most preferred influencer type in categories like beauty, fashion, technology, entertainment and education. While celebrities drive broad visibility, niche creators like vloggers and bloggers foster stronger connections within specific interest-based communities. In terms of platform preference, YouTube, Instagram, and TikTok are the most popular for following influencer content. A significant majority of respondents expressed trust in health & fitness and travel influencers. Respondents tend to relate more to influencers whose lifestyles align with their own.

The study concludes that influencer-led promotions play a crucial role in shaping Gen Z’s opinions and purchasing decisions. The findings are intended to help brands develop more effective strategies to connect with Gen Z audiences on platforms such as Instagram, YouTube, TikTok, and Facebook. As a result, brands targeting this demographic should strategically collaborate with trusted influencers and focus on the platforms Gen Z actively engages with.

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