The Impact of Digital Influencers on the Buying Behaviour of Millennials and Gen Z in India

Abstract

In the contemporary digital landscape, influencer marketing has emerged as a transformative tool, significantly shaping consumer behaviour and purchase intention. This study investigates the role of digital influencers specifically their credibility in influencing the purchase decisions of millennials and Generation Z consumers in India. Employing a mixed-method research design centered on a structured survey of 500 respondents, the study applies Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze the complex interplay between influencer attributes, consumer engagement, and purchase intention. newline newlineFindings reveal that influencers play a critical role in product discovery and recommendation, with their credibility significantly impacting consumer trust and behavioural intent. Despite strong engagement with influencer content, respondents exhibit a consistent preference for completing purchases on established e-commerce platforms such as Amazon and Flipkart, suggesting a dual-channel decision-making process. Additionally, the study highlights the psychological influence of Fear of Missing Out (FOMO), which accelerates consumer action and intensifies engagement. newline newlineThe research offers valuable insights for marketers and social media strategists aiming to optimize influencer-based campaigns. It underscores the importance of authenticity, narrative integration, and emotional triggers in fostering consumer connection and driving online sales. By shedding light on the mechanisms through which digital influencers shape consumer decisions, this study contributes to the broader understanding of consumer behaviour in the age of social media. newline newline newline