Book of Innovation and Technology for Economic Growth

As organisations increasingly target young consumers, a fast-growing sector of the consumer market, understanding the characteristics of influencer marketing on this platform becomes critical. Gen Z, distinguished by their digital fluency and significant use of social media, has distinct purchasing patterns and preferences compared to prior generations. Nano-influencers have fewer than 10 000 followers and are becoming increasingly important to marketers because of their high responsiveness and engagement with young audiences. This research aims to assess the effect of usage variables (usage frequency and time, product BI, and digital platform spending) on purchase intention PI due to Instagram nano-influencers among Gen Z. Thus, the inquiry used the TAM to investigate the effect of Instagram usage and demographical variables on purchase intention due to nano-influencers. The investigation relied on a descriptive and quantitative approach, employing non-probability sampling methods and an internet-based survey to collect the data from 222 young consumers who showed a preference to follow nano-influencers. The findings show positive perceived ease of use and purchase intention associations. Young consumers whose behavioural intentions were often impacted by Instagram nano-influencers, who spent ≥R2 001 per month via digital (online and mobile) platforms, and who were in grade 12, displayed greater purchase incidence owing to following nano-influencers. This paper adds to the theoretical TAM knowledge and has practical implications for marketers' use of Instagram nano-influencers.