Background: The rapid growth of social media has transformed the influencer marketinglandscape, making Gen Z overwhelmed with digital content and more discerning aboutauthenticity and brand alignment in influencer partnerships. As brands are increasinglyusing fashion influencers as a primary marketing tool due to their substantial impact onconsumer decisions, understanding influencer-brand fit is crucial, highlighting the need forfurther exploration of the consequences of a poor fit.

Purpose: The purpose of this exploratory study is to gain a deeper understanding of howfemale Gen Z evaluates factors influencing their perception of influencer-brand fit withinthe fashion industry on Instagram, specifically exploring the consequences of a poor fit.

Method: Using a qualitative research design within an interpretivist paradigm andinductive approach, empirical data was gathered through semi-structured focus groups andindividual interviews with female Gen Z participants, selected by judgment sampling. Thedata was then analysed using thematic analysis to derive meaningful insights.

Conclusion: This study reveals the multifaceted dynamics of influencer-brand fit and itsimpact on female Gen Z's perceived credibility of both fashion influencers and brands.Findings reveal that the factors influencer characteristics, parasocial interactions,collaborative structure, external influence, and influencer-brand image play a pivotal rolein influencing female Gen Z's perception of an influencer-brand fit. Furthermore, the studyhighlights the outcomes of an influencer-brand fit, underscoring that a strong fit increasescredibility and loyalty while a poor fit decreases consumer trust, engagement andcredibility. This study highlights the evolving nature of consumer responses and theimportance of understanding the nuanced preferences of this demographic, underscoringthe need for brands to strategically select influencers whose image and values align closelywith their own.