Paper Title
Impact of Influencer Content Attributes on Purchase Intention: A Comparative Study of Millennials and Generation Z
Article Identifiers
Registration ID: IJNRD_328145
Published ID: IJNRD2608345
: https://doi.org/10.56975/ijnrd.v11i8.328145
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Keywords
Influencer Marketing, Influencers, Content Attributes, Purchase Intention, Millennials, Generation Z
Abstract
In the contemporary digital economy, content creation by social media influencers (SMIs) has emerged as a dominant marketing mechanism, fundamentally altering how promotional messages persuade consumer purchase intentions. Rather than relying on traditional advertising, brands increasingly collaborate with influencers for their creative and engaging content to deliver genuine and relatable narratives that drive consumers choices. The study empirically investigates the impact of influencer’s content attributes comprising Educational Content, Engaging Content, Content Format, Visual Presentation, and Contextual Cues & Captions on the Purchase Intention of Millennials and Generation Z (Gen Z). The primary data collected through a cross-sectional survey via structured questionnaire scored on a standardized five-point Likert scale. Data was collected from a purposive sample of 150 social media users, residing in Chandigarh, India, divided symmetrically into two cohorts, Millennials (75) and Generation Z (75). Cronbach Alpha confirmed the internal consistency across all the constructs. The empirical findings from multiple linear regression reveal that educational and engaging content have significant impact on purchase intention. Conversely, the content format, visual presentation, and contextual cues & captions have insignificant impact on purchase intention. Furthermore, independent sample t-test demonstrate a comparative study of Millennials and Generation Z across all the dimensions showed significant results for content format and engaging content. The omnibus ANOVA verified that independent variables collectively exert a statistically significant impact on Purchase Intention.
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How To Cite (APA)
Vidya Chadha & Nameeta Garg (August-2026). Impact of Influencer Content Attributes on Purchase Intention: A Comparative Study of Millennials and Generation Z. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(8), d431-d439. https://doi.org/10.56975/ijnrd.v11i8.328145
Issue
Volume 11 Issue 8, August-2026
Pages : d431-d439
Other Publication Details
Paper Reg. ID: IJNRD_328145
Published Paper Id: IJNRD2608345
Research Area: Commerce All
Author Type: Indian Author
Country: Chandigarh, Chandigarh, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2608345.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2608345
Crossref DOI: https://doi.org/10.56975/ijnrd.v11i8.328145
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