Youth’s buying behaviour through the lens of influencer marketing

Advancement in social media has made influencer marketing most popular way for brands to launch and promote their products and services. Therefore, influencer marketing leverages the followers' trust and reliability specifically among the youth. Thus, social media-dependent adolescents' purchase intent can be affected by influencer marketing. The genuineness, reliability, and engagement of influencers have transformed how marketers reach young customers. Thepresent research study addresses adolescent acquaintance with Influencer Marketing, key experiences, potential, and risks, and how it affects youth buying behavior. This study is specific to Himachal Pradesh using quantitative and qualitative methodologies to collect data from a random sample of 506 respondents using online surveys, interviews, and focus groups. Data has been synthesized using frequency distribution and percentage. Thereafter, demographic characteristics, particularly age of the respondents has been used to cross-tabulate the associations. The hypotheses have been examined using chi-square test of independence and ANOVA/F-test.The survey reveals that influencer marketing is a powerful tool for reaching young, urban consumers, especially through platforms like Instagram. However, the study underscores the importance of building trust, ensuring authenticity, and fostering long-term brand relationships. Brands and influencers must navigate these challenges to effectively engage with their audience, especially younger consumers who are more discerning about the credibility and ethical practices of influencer marketing.