This document summarizes a study that explored how influencer marketing impacts the consumer behavior of millennials. The study used qualitative research methods, including interviews with 25 millennial consumers, 5 influencers, and 3 marketing experts. It analyzed how factors like attitudes, perceived behavioral control, subjective norms, source credibility, and product-influencer fit influence purchase intentions, based on theories of planned behavior and social learning. Key findings included that positive attitudes toward influencers and increased domain knowledge from them favorably impacted behavior. Personal relevance, inspiration, and trust in influencers also positively influenced behavior. The type of influencer needs to fit the specific product category to be effective. Influencers impact awareness, expertise, preferences and brand preference at different levels