Do Social Media Influencers Shape Gen Z Consumers’ Purchase Intentions Toward Electric Vehicles? An Empirical Study in Delhi-NCR
Authors
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Sayed Mohd Qaim
Research Scholar, Institute of Business Management, GLA University, Mathura, NH-44, Mathura-Delhi Road, Chaumuhan, Mathura - 281 406, Uttar Pradesh
https://orcid.org/0009-0004-6415-6386
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Vijay Prakash Gupta
Associate Professor (Corresponding Author), Institute of Business Management, GLA University, Mathura, NH-44, Mathura-Delhi Road, Chaumuhan, Mathura - 281 406, Uttar Pradesh
https://orcid.org/0000-0001-6110-5998
DOI:
https://doi.org/10.17010/ijom/2026/v56/i7/175686Keywords:
social media influencers; Gen Z consumers; purchase intention; electric vehicles; NEMMP; influencer marketing; consumer behavior.Publication Chronology: Paper Submission Date : October 7, 2025 ; Paper sent back for Revision : April 6, 2026 ; Paper Acceptance Date : May 25, 2026 ; Paper Published Online : July 15, 2026.
Abstract
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.
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References
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