@article{et. al._2021, title={A STUDY ON THE IMPACT OF INFLUENCER MARKETING ON THE BUYING BEHAVIOUR OF CONSUMERS ACROSS DIFFERENT GENERATIONS}, volume={10}, url={http://modern-journals.com/index.php/ijma/article/view/767}, abstractNote={<p>The aim of this paper is to present a thorough overview on influencer marketing challenges, opportunities and ascertain the comparative impact of influencer marketing on buying behaviour of Baby Boomers &amp; Millennials in the city of Pune. With this paper we want to find out how effective are influencers in attracting prospective customers and stimulating them for purchase thus determining the overall effectiveness of an influencer in promoting a brand. To meet the purpose of this study, primary research was conducted responses from 310 respondents was collected by means of an online survey. For statistical processing of the results T-test of Independent Sample and One-way Anova was conducted and the output of the tests proved that there is a considerable difference in the impact of influencer marketing on the buying behaviour of Millennials and Baby Boomers. The findings of this study would contribute to better understanding of influencer marketing with respect to different customer segments in India and would help them understand their differential needs</p>}, number={2}, journal={International Journal of Modern Agriculture}, author={et. al., Sanjana Thakker,}, year={2021}, month={Mar.}, pages={453 - 464} }