Social media influencer marketing has emerged as an important promotional tool for brands, particularly among young consumers. The present study examines the influence of social media influencer marketing on the buying behaviour of young consumers in Bhopal. The study specifically investigates the role of four influencer characteristics—credibility, authenticity, expertise, and attractiveness—and examines whether buying behaviour differs according to the frequency of exposure to influencer content. Primary data were collected from 141 young consumers in Bhopal using a structured questionnaire based on a five-point Likert scale. Descriptive statistics, Pearson correlation, multiple linear regression, One-Way ANOVA, and the Kruskal–Wallis test were used for data analysis. The findings indicate that overall influencer attributes have a weak positive but statistically nonsignificant relationship with buying behaviour (r = 0.096, p = 0.257). The multiple regression model also found that the four influencer characteristics collectively explained only 3.5% of the variation in buying behaviour (R² = 0.035, p = 0.307). Individually, credibility, authenticity, expertise, and attractiveness did not demonstrate statistically significant relationships with buying behaviour at the 5% level. Further, no significant difference in buying behaviour was observed across different levels of exposure to influencer content, as confirmed by both ANOVA (p = 0.645) and the Kruskal–Wallis test (p = 0.841). The study concludes that influencer marketing exposure and selected influencer characteristics alone may not be sufficient to explain the buying behaviour of young consumers in Bhopal. Other factors such as product quality, price, brand preference, and consumer needs may also contribute to purchasing decisions.