Abstract Paper
| Title | : Influencer marketing impact on Gen Alpha an empirical study |
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| Author(s) | : SasiganthLawrence |
| Article Information | : Volume 11 - Issue 1 (June - 2026) , 93-103 |
| Affiliation(s) | : Research Department of Management Studies |
| : Research Department of Management Studies |
Abstract :
Influencer marketing has emerged as one of the most effective digital marketing strategies for engaging younger generations. Gen Alpha, comprising individuals born from 2010 onwards, represents the first generation to grow up entirely in a digital environment. Their exposure to social media platforms such as YouTube, Instagram, TikTok, and gaming communities significantly shapes their consumption preferences and purchasing decisions. This study investigates the impact of influencer marketing on the consumer buying behavior of Gen Alpha. Specifically, the study examines the influence of Emotional Response (ER), Visual Attention (VA), Brand Recall (BR), and Sensory Stimulation (SS) generated by influencer content on Consumer Buying Behavior (CBB). A structured questionnaire was administered to 150 Gen Alpha respondents from urban educational institutions. Data were analyzed using SPSS 29 and AMOS 24 through Structural Equation Modeling (SEM). The measurement model demonstrated satisfactory reliability and validity, while the structural model indicated strong explanatory power (R² = 0.68). The findings reveal that Emotional Response exerts the strongest influence on Consumer Buying Behavior, followed by Sensory Stimulation, Brand Recall, and Visual Attention. Model fit indices indicate an acceptable model fit (χ²/df = 2.243, CFI = 0.958, RMSEA = 0.052). The study contributes to the growing literature on influencer marketing and provides practical insights for marketers targeting digitally native consumers. The results emphasize the importance of emotionally engaging, visually appealing, and memorable influencer content in influencing purchasing intentions among Gen Alpha consumers.
| Keywords | : Influencer Marketing, Gen Alpha, Consumer Buying Behavior, Emotional Response, Brand Recall, Visual Attention, Sensory Stimulation. |
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| Document Type | : Research Paper |
| Publication date | : June 18, 2026 |