This paper discusses the investigation into how influencer marketing affects Gen Z’s attitudes and purchase behaviour toward Halal food advertisements, using the Attitudes Toward Mobile Advertising (ATMA) model. The study finds that informativeness significantly enhances purchase behaviour in this demographic, highlighting Gen Z's preference for clarity and transparency in advertisement. While influencer marketing can amplify advertisement effectiveness, its overuse may negatively impact Gen Z’s engagement, as they value authenticity and may perceive overt influencer promotion as insincere. This research provides insights for brands aiming to connect with Gen Z through culturally and ethically aligned marketing strategies, with implications for future studies on optimal influencer usage.