Digital Marketing and Influencer-Driven E-Commerce: A Study on Generation Z's Superfood Consumption Behavior

Maria Briana and George Malindretos

Business and Economic Research, 2025, vol. 15, issue 2, 86-106

Abstract: The emergence of digital marketing and social media channels has profoundly disrupted customer interactions within the e-commerce field in general, and health & wellness niche in particular. This study examines the impact of influencer-based marketing tactics on consumer buying habits regarding superfoods, with a focus on Generation Z, evaluating parameters including social media involvement, frequency of using superfoods, and exposure to influencer advertising, finding key factors that drive buying decisions through Binary Logistic Regression analysis. These findings suggest that while social media and influencer endorsements wield considerable influence over Generation Z perceptions, advertising saturation can generate skepticism and cut into advertising efficacy. Moreover, millennial influence through social media increases the likelihood that zoomers, who are frequent participants in this media environment will be influenced in their food choices, demonstrating the importance of the social media landscape as a source of influencers on food choices. This study presents useful implications for firms hoping to adjust their digital marketing strategies in such a way that they can balance authenticity and targeted influencer collaborations, tapping Generation Z trust and engagement.

Date: 2025
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