Do Social Media Influencers Shape Gen Z Consumers’ Purchase Intentions Toward Electric Vehicles? An Empirical Study in Delhi-NCR

Purpose : This research investigated the impact of social media influencers on the purchase intentions of Gen Z consumers for electric vehicles (EVs) in the Delhi-NCR Region of India within the framework of the National Electric Mobility Mission Plan (NEMMP). Methodology : Data of 300 respondents aged 18–25 were collected through a descriptive quantitative method, through structured online questionnaires. The critical variables explored in the study were influencer marketing (IM), IM effectiveness, credibility and content quality, consumer purchase intentions, consumer perceptions, awareness, and trust. Findings : The study results revealed the applicability of IM in affecting consumer perception and awareness, and consequently, purchase intent of EVs. There existed a good fit between the model and the data, as indicated by the model fit indices (chi-square to degrees-of-freedom ratio = 1.685, Goodness-of-Fit Index = 0.848, Comparative Fit Index = 0.943), which confirmed the reliability of the results. Practical Implications : The findings highlighted the importance of credibility, quality of content, and the NEMMP framework in purchasing decisions. These data were helpful for policymakers and marketers seeking to increase EV adoption. Originality : The study findings demonstrated the relevance of IM in changing consumer perception, increasing awareness, and subsequently encouraging purchase intention of EVs among Gen Z.