Influencer marketing has emerged as a dominant digital marketing strategy, particularly in engaging Generation Z and Millennial consumers who are highly active on social media platforms. This conceptual paper aims to develop a comprehensive theoretical framework explaining the relationship between influencer marketing and purchase behavior, with a specific focus on the mediating role of brand awareness. Drawing upon established theoretical foundations, including Source Credibility Theory, Social Influence Theory, and the Theory of Planned Behavior, the study conceptualizes how influencer attributes such as credibility, authenticity, and relatability influence consumer perceptions and behavioral outcomes. Existing literature indicates that influencer marketing enhances brand awareness through repeated exposure, personalized communication, and interactive engagement, which subsequently shapes consumer purchase behavior (Freberg et al., 2011; Lou & Yuan, 2019). Furthermore, Generation Z and Millennials exhibit a strong preference for peer-driven and influencer-based communication, making them more responsive to such marketing strategies (Djafarova & Rushworth, 2017; Smith, 2020). Despite this growing body of research, the literature remains fragmented and lacks a unified theoretical framework integrating influencer marketing, brand awareness, and purchase behavior. This paper contributes by proposing a structured conceptual model in which brand awareness acts as a mediating variable between influencer marketing and purchase behavior. The study also highlights the importance of generational characteristics in shaping consumer responses. The framework provides a foundation for future empirical research and offers valuable insights for marketers seeking to design effective influencer marketing strategies in the digital era.