Social media and influencer marketing have transformed consumer behaviour, making them essential components of marketing strategies for businesses. This study explores the impact of social media influencers on consumer buying behaviour, focusing on Generation Y (Gen Y) and Generation Z (Gen Z) in Visakhapatnam, India. A total of 738 participants were surveyed using an exploratory quantitative research approach, analysing factors such as social media usage, influencer following, purchase decision, and content preferences. The results reveal significant generational differences in social media usage, influencer following, and purchase decisions. Gen Z shows a higher affinity for short-form videos, while Gen Y prefers other content formats. Influencers effectively influence purchase decisions among both generations, but the effectiveness of content formats varies. Gen Y and Gen Z significantly differ in their trust levels and inspiration factors derived from influencer content. This research offers actionable insights for marketers seeking to tailor their influencer marketing strategies and content to effectively engage and influence Gen Y and Gen Z consumers in Visakhapatnam.

GenY, GenZ, Influencer marketing, Influencers, Purchase decision, social media, social media marketing.