UNDERSTANDING THE ROLE OF INFLUENCER CREDIBILITY, CONTENT, AND ENGAGEMENT IN SHAPING GENERATION Z PURCHASE DECISIONS ON INSTAGRAM

Abstract

This study systematically examines the impact of influencer marketing on Instagram purchase decisions among
Generation Z in Malaysia, with particular emphasis on influencer credibility, content characteristics, and user engagement.
The study employed the Systematic Literature Review (SLR) approach guided by the PRISMA framework to ensure a
systematic, transparent, and replicable article selection process. A total of 18 articles were selected from major academic
databases, namely Scopus, Web of Science (WoS), and Google Scholar, based on predetermined inclusion criteria. The
findings indicate that influencer credibility plays a significant role in shaping consumer trust and purchase decisions,
while attractive and interactive content, together with high levels of engagement, further strengthen consumer influence
and behavioural responses. The review also reveals that credibility, content, and engagement are closely interconnected
and collectively form a complex communication mechanism influencing Generation Z consumer behaviour on Instagram.
This study contributes to the academic field by providing a comprehensive synthesis of the existing literature and offering
a more holistic understanding of influencer marketing mechanisms within digital communication environments. From a
practical perspective, the findings may assist marketers and organisations in developing more effective influencer
marketing strategies tailored to Generation Z consumers. In addition, the study provides policy-related implications by
emphasising the importance of transparency and authenticity in digital marketing practices. Overall, this study contributes
new insights by integrating multiple influencer marketing dimensions into a comprehensive analytical framework for
understanding Generation Z purchase decisions in the digital era