The emergence of social media has transformed the marketing landscape by creating new channels through which brands can communicate with consumers. Among these developments, influencer marketing has become one of the most effective strategies for reaching younger audiences, particularly Generation Z (Gen Z). As digital natives, Gen Z consumers spend a significant portion of their time on social media platforms and frequently engage with influencer-generated content. This paper explores the role of social media influencers in shaping consumer behavior among Gen Z consumers. The study examines how influencer credibility, authenticity, expertise, and content quality influence consumer attitudes, brand awareness, purchase intentions, and purchasing decisions. Drawing upon existing literature and relevant theoretical frameworks, the paper highlights the growing significance of influencer marketing in the digital economy. The findings suggest that influencer marketing significantly affects Gen Z consumer behavior by fostering trust, enhancing brand engagement, and influencing purchasing decisions. The study provides valuable insights for marketers, businesses, and researchers seeking to understand the evolving relationship between social media influencers and Gen Z consumers.

Keywords: - Generation Z, Influencer Marketing, Social Media, Consumer Behavior, Purchase Intention, Digital Marketing.