CHAPTER - 2
REVIEW OF
LITERATURE
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CHAPTER 2 – REVIEW OF LITERATURE
Margareta Nadanyiova and Lucia Sujanska | Jun 28, 2023
Influencer marketing uses popular personalities to help brands promote their products and
influence buying decisions. This is mostly done through social media, with Instagram being a
key platform due to its large user base. Influencers create content like videos, photos, and
reviews that feel natural and trustworthy. This approach works well with Generation Z, who
often look up to influencers for lifestyle tips and product recommendations. Research shows that
many Gen Z users follow influencers, prefer Instagram, and engage most with short videos and
stories. While influencer marketing can build strong connections with consumers, it’s important
to keep the content authentic. If it feels too much like an ad, it could lose credibility.
Putu Saroyini and Andiena Nindya Putri PA | October 2024
Influencer marketing is a popular way for brands to connect with Generation Z, who spend a lot
of time on social media. Influencers, seen as trusted figures, help promote products through
content that feels relatable and engaging. Platforms like Instagram and TikTok are especially
important because they’re visual and interactive. Research shows that when influencers are
credible and create high-quality content, they can strongly influence what people buy.
Generation Z values honest and transparent recommendations, so authenticity is crucial. Overall,
influencer marketing helps increase product awareness, builds interest, and improves customer
satisfaction, making it an effective strategy for reaching this online generation.
Puput Alvhyona Pinto and Eristia Lidia Paramita | 2021
Social media has become a crucial platform for marketing, especially through influencer
marketing. Influencers, often seen as trusted figures, help brands connect with audiences by
promoting products in a relatable way. This strategy is particularly effective with Generation Z,
who spend much of their time online and are highly influenced by social media content.
Influencers impact purchase intentions by providing credible reviews, which can lead to brand
loyalty. Research shows that credible influencers not only boost product awareness but also
foster repeat purchases and customer recommendations. Overall, influencer marketing is a
powerful tool for building strong customer relationships, especially among tech-savvy and
socially connected audiences
Irma Sucidha | 2024
Influencer marketing is a popular strategy, especially for reaching Generation Z, who spend a lot
of time on social media platforms like Instagram and TikTok. Influencers connect with their
followers through posts, videos, and stories, which strongly influence what people buy. Positive
comments from influencers help build trust in a brand, make customers more loyal, and increase
the chances of them buying a product. On the other hand, negative comments can hurt a brand’s
image and reduce trust. Studies show that comments are more valuable than likes or shares
because they give a better idea of what people think. This highlights the need for companies to
work closely with influencers and manage online feedback to improve their marketing and build
strong customer relationships.
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Diandra Gratia Sumanti and Paulus Kindangen and Ferdinand J. Tumewu | 2024
The study investigates the impact of influencer marketing on purchasing decisions for skincare
products among Generation Z TikTok users, focusing on three mediators: brand image, brand
awareness, and brand trust. It employs a quantitative approach using SEM-PLS for analysis, with
data collected from 100 respondents at Sam Ratulangi University. Results show that TikTok-
based influencer marketing positively influences brand image and brand awareness, which in
turn significantly enhance purchase decisions. However, brand trust shows a weaker impact. The
findings emphasize that strategic influencer marketing fosters consumer engagement and brand
development, highlighting TikTok as a pivotal platform for driving awareness and trust in
skincare products.
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