STEILS, NadiaHampert, MathildeMathildeHampert2025-05-142025-05-142025-05-142021https://hdl.handle.net/2078.2/23363This master thesis aims to compare peers’ and social media influencers’ (SMIs) impacts on generation Z purchase intention. In a few years, this generation born between 1995- 2010 will have the highest purchasing power. Therefore, it is important to understand those digital natives, who influences their purchasing decisions and how. The literature review of this work focuses on the influence of these two actors. After analyzing existing research, three axes to compare peers and influencers were identified: type of influence (normative and informational influence), type of product (search and experience goods) and personal characteristics (expertise, attractiveness and trustworthiness). Several hypotheses based on these axes of comparison were tested using a quantitative study. 221 girls from generation Z participated in the study which was conducted in April 2021. The collected data was analyzed using IBM SPSS Statistics tool. It came out of the interpretation of the results that peers exert a higher informational influence than SMIs. However, there is no significant difference for normative influence. It was also observed that the informational influence is the dominant influence of both actors. Concerning the type of product, peers’ informational influence is higher for experience goods. The same was observed for SMIs but in a marginal way. About personal characteristics, informational influence is affected by the person’s trustworthiness and expertise. Normative influence is only partially impacted by expertise. It was further noted that SMIs are perceived as having more expertise and peers as being more trustworthy.Interpersonal influencepeer influencepurchase intentionSMIsinfluencer marketinggeneration Ztext::thesis::master thesisthesis:29779