<p>In the digital age, influencer marketing has emerged as a powerful tool for brands to connect with their target audience, especially Generation Z, a group known for its strong online presence and digital consumption. This study explores how influencer marketing affects the buying decisions of Gen Z consumers in India. It focuses on various elements such as trust in influencers, the authenticity of content, platform preference, and purchasing behaviour. Using only secondary data from research articles, industry reports, and online surveys, the paper highlights the growing dependence of brands on social media influencers to drive product visibility and consumer engagement. The findings indicate that Gen Z places considerable value on peer recommendations, relatability, and online reviews, all of which are significantly shaped by influencers. This shift in consumer behaviour underscores the need for brands to adapt their marketing strategies to effectively tap into this highly responsive generation.</p>