Digital marketing is a vital aspect in consumer behaviour research, particularly concerning today's rapidly evolving social media embedded society. The purpose of this study was to investigate the impact of the perceived authenticity of social media influencers on the buying behaviour of Swedish Gen Z users on TikTok, with a specific focus on whether this perception leads to increased purchase activity. Using qualitative focus group interviews, this thesis explores how multiple factors influence the purchase decisions of online consumers, with a focus on gender differences that allow for a deeper understanding of how different companies and businesses can tailor their marketing efforts to meet specific requirements. The paper draws on The Theory of Planned Behaviour, The Source Credibility Model and Parasocial Relationships in interpreting the data, as well as in aiding to provide insights into future research and recommendations.