Abstract:
This research report aimed at investi:a8tir:4" T
of Influence Marketinginth Purchase Decision-Making Process in the Gen 'on Consumers in the Selected
,eenrao,tli .non
Beauty Industry
Segments in bar Es Salaam, Tanzania. The study utilized aqualitative
research method and was conducted through an online and physical survey. The target
population was
young adults aged 18 to 24 years old, who are active social media users. The
study provides insights into the impact of influencer marketing on consumer behavior and
purchasing decisions among the Gen Z population in Dar es Salaam. The research also
explores the types of influencers preferred by Gen Z consumers, the factors that influence
their decision to follow and engage with influencers, and the extent to which influencer
marketing affects their brand loyalty. The findings of this study are useful for marketers and
businesses seeking to target the Gen Z population in Dar es Salaam and other similar
markets. The results provide insights into the most effective influencer marketing strategies
and the types of influencers that resonate with Gen Z consumers. Purposive sampling, also
k n o w n a s j u d g m e n t a l s a m p l i n g t h e s t u d y ' s i n c l u s i o n
wasusedtoselectparticipantswhomet
criteria. The study contributes to the existing body of knowledge on influencer marketing and
consumer behavior, particularly in the context of emerging markets in the city of Dar es
Salaam. The research also provides a better understanding of the unique characteristics of
theGenZ population inDar es Salaamandtheir attitudes towardinfluencer marketin
