A CONCEPTUAL MODEL OF E-IMC’S INFLUENCE ON GENERATION Z’S FEMALE CONSUMER BEHAVIOR

Abstract

This study examines the moderated-mediation effects of eco-friendly product purchases and eWOM through E-IMC, with a focus on influencer marketing. It explores how digital marketing strategies like SEM, social media ads, native ads, and remarketing influence consumer perceptions, engagement, and behavior towards sustainable bottled water. Using a mixed-methods approach, the research found that digital influencers and eWOM significantly shape Gen Z’s purchase decisions by enhancing trust and credibility in eco-friendly products. The findings suggest that E-IMC strategies, when aligned with authentic sustainability efforts, can improve brand loyalty and reduce greenwashing concerns, offering practical insights for businesses targeting eco-conscious consumers.