Decoding the Impact of Influencers on Q-Commerce Purchase Decision of Gen Z

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Author(s): Hemant Gupta (ICFAI Foundation for Higher Education, Bangalore, India), Swarnava Sengupta (Alliance University, Bengaluru, India), Mrinmoy Bhattacharjee (Alliance University, Bengaluru, India)and Sugandha Gajanan Ghadi (Alliance University, Bengaluru, India)
Copyright: 2026
Pages: 16
Source title: Methods and Applications of Quick Commerce (Q-Commerce)
Source Author(s)/Editor(s): Moez Ltifi (Shaqra University, Saudi Arabia & Sfax University, Tunisia)
DOI: 10.4018/979-8-3373-1712-0.ch005

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

Influencer marketing, a growing trend in the digital age, significantly impacts the q-commerce landscape in these modern times. The present paper highlights the role of an influencer's credible, relatable opinion during the online purchase of goods or services by (Gen Z) consumers who make decisions through characteristics like authenticity, transparency and relatability. The influencers for this generation are family, friends, co-workers, social media influencers, celebrities. Using the modified theory of planned behaviour (TPB), this paper considers individual and social factors that shape purchase decisions. A structured questionnaire was developed and through convenience sampling, data was collected from 422 Gen Z participants who were online shoppers and made their own purchasing choices. The findings show that the influence of friends, co-workers and social media influencers or celebrities significantly impact Gen Z buying behaviour and family has some influence. Online communities do influence them.

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Decoding the Impact of Influencers on Q-Commerce Purchase Decision of Gen Z

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