Published Paper Details:

Social media influencers are changing the way people make buying decisions. Most studies focus on younger generations, but Generation X (born 1965-1980) also uses social media and has strong purchasing power. This study examines how social media influencers affect the buying behaviour of Generation X consumers in Pollachi. A total of 300 respondents were selected using simple random sampling, and data were collected through questionnaires. The study looks at platform usage, engagement with influencer content, and factors like credibility, authenticity, and trustworthiness. Analysis using percentages, weighted averages, rankings, and chi-square tests shows that Instagram and YouTube are the most used platforms, and credibility, authenticity, and engagement have the strongest impact on purchase decisions. Demographic factors like gender, age, education, and income do not significantly influence platform preference or influencer impact. The study provides useful insights for marketers to target Generation X consumers effectively.