Publicación:

"Influence of influencer marketing on the purchasing behavior of Generation Z youth on TikTok: evidence from Lima, Peru, [Influencia del marketing de influencers en el comportamiento de compra de jóvenes de la Generación Z en TikTok: evidencia desde Lima, Perú]"

Resumen

"This study analyzes the influence of influencer marketing on the purchasing behavior of Generation Z youth on TikTok, with evidence from Lima, Peru. Grounded in Source Credibility Theory, the research examines how influencer expertise, trustworthiness, attractiveness, and content usefulness affect purchase decisions. A quantitative explanatory approach was employed, using a non-experimental, cross-sectional design. The sample consisted of 166 Generation Z participants (aged 17-28), TikTok users residing in Lima, Peru. Data were collected through a structured questionnaire adapted from previously validated instruments. Reliability tests demonstrated high internal consistency (Cronbach's alpha = 0.930). Due to the non-normal distribution of the data, Spearman's correlation coefficients and simple linear regression models were applied. The findings indicate that influencer expertise and trustworthiness exert a positive and significant influence on purchasing behavior, while attractiveness shows a moderate but significant effect, and content usefulness does not demonstrate a significant impact. It is concluded that, in highly saturated digital environments such as TikTok, Generation Z prioritizes perceived influencer credibility over the informational value of content when making purchase decisions. © 2026 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved."