Impact of influencer marketing on buying behaviour of millennials and generation Z

In the ever-evolving marketing landscape, influencer marketing has become a dominant force in shaping the purchasing decisions of millennials and generation Z. This study explores the factors influencing consumer behaviour in response to influencer endorsements. This study employs a descriptive research design, utilising multistage and snowball sampling, and collected data from 221 respondents. Factor analysis was employed followed by Mann-Whitney and Kruskal-Walli's test to identify significant differences in factors influencing purchase decisions from structured questionnaires through the statistical software SPSS. The findings revealed a notable trend among younger generations a preference for authentic and reliable influencers. This suggests that marketers should prioritise selecting influencers who align with their values to effectively leverage influencer marketing and target the influential consumer demographics.