Influencers are these days the new opinion makers among youth. Paid collaboration refers to recommendation of product given by an influencer that has been sponsored by the brand or a company. Genuine recommendation means review of the product by an influencer after personal use, which is originally consumed by influencer. Influencer’s credibility is the ability of influencer to build their followers trust on them. The Objective of this research is to analyze if paid promotion/collaboration and genuine recommendation provided by influencers have different impact on Influencer’s credibility. This research is based on inferential statistics and hence sample of 317 (N=317) young adults (Gen Z) is collected through Purposive & convenient sampling from the colleges of Delhi NCR with the help of questionnaires (online google forms). The software used for data analysis is SPSS(IBM). Correlation and Regression is used to analyze data. Results shows that there is negative impact of paid collaboration/Promotion on Influencers credibility whereas Genuine review / recommendation has positive impact on influencers credibility. This research help Academicians, Businesses, Influencers and society to understand the impact of collaborations and genuine review
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