Purpose – The aim of the present research study consists on understanding the impact of Instagram influencers on Generation Z purchasing intention. Their behaviors and perceptions are therefore strongly influenced by the information disseminated on the different platforms at each stage of the decision-making process. Design/methodology/approach – A conceptual framework explains online purchasing intentions determinants, and is reflected through influencers’ model and roles in enhancing such actions. Collected data makes it possible to confirm or refute the hypotheses formulated beforehand. ...