The Influence of Persuasion Knowledge Activation on Gen Z Purchase Decisions: A Comparative Analysis of User-Generated Content and Macro-Influencer Marketing

Kaoutar Sarhour
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Kaoutar Sarhour: Business school, Nanjing university of information, science and technology, Nanjing, China

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 4965-4976

Abstract: This study investigates the factors influencing purchase intentions among Generation Z, focusing on the comparative impact of User-Generated Content (UGC) and Influencer Marketing, particularly macro-influencers (with 100,000 or more followers). The research is framed within the Persuasion Knowledge Activation (PKA) concept, derived from the Persuasion Knowledge Model (PKM), which examines how consumers identify and respond to marketing strategies. A survey of 340 participants aged 18 to 30 was conducted to analyze the effects of transparency, trust, and PKA on purchasing behavior. Results reveal that Generation Z perceives UGC as more authentic and relatable due to its lack of overt commercial intent. This perception reduces PKA activation, fostering higher trust and stronger purchase intentions. Conversely, macro-influencer content, perceived as more explicitly commercial, triggers greater PKA activation. As digital natives, Gen Z recognizes the promotional nature of such content, leading to increased skepticism, reduced trust, and diminished purchase intentions. The study highlights that while PKA often heightens skepticism towards content deemed manipulative, transparency in influencer marketing can mitigate its negative effects. Influencers who openly disclose brand partnerships are viewed as more genuine, reducing PKA activation, enhancing trust, and positively influencing purchase decisions. These findings provide insights into effective marketing strategies targeting Generation Z, emphasizing the importance of authenticity and transparency in digital advertising.

Date: 2025
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