Role of Instagram Influencers in shaping Brand Trust among Gen Z at Qoruz, HSR Layout, Bangalore

Abstract

This study examines how Instagram influencer marketing affects brand trust among Generation Z consumers. As traditional advertising becomes less effective, influencers play a key role in shaping perceptions and purchase behavior. The research focuses on influencer attributes such as authenticity, expertise, and content alignment. Using a descriptive quantitative approach, data was collected from 154 Gen Z respondents, with high reliability (Cronbach’s alpha = 0.869). Non-parametric tests like Spearman’s correlation and Kruskal-Wallis were used for analysis. The findings show that expertise and content-product fit strongly influence trust, while skepticism remains, with 43.5% neutral about influencer authenticity. Ad fatigue is a concern, as 55.2% believe excessive sponsored content harms brand image. Long-term collaborations are seen as more credible by over 54% of respondents. The study concludes that demographic factors have little impact on trust. Instead, brands should focus on authenticity, transparency, niche expertise, and long-term partnerships to build lasting credibility with Gen Z.