Impact of Influencer Marketing on Millennials and Generation Z Purchase Decisions

: Influencer marketing; Purchase intention; Generation Z; Millennials; Credibility; Authenticity; Social media

This study examines the impact of influencer marketing on the purchase decisions of Millennials and Generation Z in India. The research evaluates how key influencer attributes—credibility, authenticity, and parasocial interaction—shape consumer perceptions and purchase intention. A structured questionnaire was administered to 147 respondents, comprising 61% Gen Z and 39% Millennials. Statistical techniques, including descriptive analysis, reliability analysis, chi-square tests, and regression, were employed. Results indicate that influencer credibility (expertise, trustworthiness) is the strongest predictor of purchase intention, while authenticity, although highly valued, does not exhibit a significant direct effect on immediate purchase behaviour. Instagram and YouTube emerge as the most influential platforms, and product reviews/unboxing content drives the highest persuasion. The study contributes to the literature by providing India-specific, cohort-based evidence and offers actionable implications for marketers to prioritize credibility, transparency, and platform-specific strategies.