Social Media Influencer Marketing creates Brand Value through Gen Z Purchasing Behavior

This study examines how social media influencer marketing contributes to brand value creation by shaping the purchasing behavior of Generation Z consumers. Using a quantitative research approach, the research analyzes the effects of influencer credibility, authenticity, and content engagement on brand perception, trust, and purchase intention. The findings offer valuable insights for marketers and brand managers seeking to leverage influencer strategies to effectively engage Gen Z and strengthen brand value in the digital marketplace.

• Supervision