Influencer marketing has become an important marketing strategy in the digital era, particularly among Generation Z (Gen Z), who actively use social media platforms such as Instagram, YouTube, and Facebook. Influencers play a significant role in shaping consumer preferences, creating brand awareness, and influencing purchasing decisions through product reviews, recommendations, and promotional content. This study aims to examine the influence of influencer marketing on the buying behaviour of Gen Z consumers. It focuses on understanding how factors such as influencer credibility, attractiveness, trustworthiness, content quality, and followers' engagement affect consumer purchasing decisions. The study also explores the role of social media platforms in creating awareness about products and services and encouraging consumers to make purchase decisions. The research uses primary data collected through a structured questionnaire to understand the opinions and preferences of Gen Z consumers regarding influencer marketing. The findings of the study are expected to provide insights into the effectiveness of influencer marketing and help businesses develop suitable marketing strategies to attract young consumers. This study highlights the growing importance of influencer marketing in understanding and influencing the buying behaviour of Generation Z.

Kadiravan.S, Mrs.Srilaya Babu, "A Study on the Impact of Social Media Influencer Marketing on the Buying Behaviour of GenZ Consumers" International Journal of Scientific Research and Engineering Development, V9(6): Page(103-110) November - December 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.