Influence of Brand Ambassadors on Purchase Decisions among Gen Z Students in Selected Universities in Western Kenya
Kennedy Ntabo Otiso *
Department of Business Administration and Management Science, School of Business, Koitaleel Samoei University College (A Constituent College of the University of Nairobi), Kenya.
*Author to whom correspondence should be addressed.
Abstract
This study investigates the influence of brand ambassadors on purchase decisions among Generation Z (Gen Z) students in selected Universities in the Western region of Kenya. With Gen Z emerging as a significant consumer segment, digitally native, socially conscious, and highly engaged on social media, their responsiveness to brand ambassadors, including celebrities, influencers, and peer representatives, is shaping modern marketing dynamics. Using a descriptive survey design, data were collected from 120 Gen Z students across 4 selected universities. The study examines the relationship between ambassador credibility, relatability, authenticity, and Gen Z’s purchasing behaviours. Findings provided insights for marketers and brands seeking to design effective ambassador-based campaigns tailored to Gen Z preferences in Kenya. The research also sheds light on the relative influence of different ambassador types, social media platforms, and student demographics on buying intentions.
Keywords: Brand ambassador, Generation Z (Gen Z), purchase decision, influencer marketing, higher education institutions, social media, authenticity, para social relationship, micro-influencers, consumer behaviour