A Study on the Influence of Instagram Influencers on Consumer Behaviour and Purchasing Decisions
Year: 2025
Type: article
Abstract: Instagram is one of the most vital media in the digital space, and it influences consumer behaviour through influencers. This study investigates the factors– credibility, authenticity, engagement, and brand alignment– through which Instagram influencers influence the purchase intention to understand their role and reasons for purchase intention. Why Trustworthiness Ranks High in Consumer Intent: The Research Using a mixed method approach through surveys and a method called content analysis the research identifies key elements that drive consumer trust and purchase intent. Results suggest that influence endorsement has a significant positive effect on brand awareness, product apparent value, and consumer decisions. But there are also challenges: everything from influencer fraud to consumer skepticism. Knowing this, the study offers suggestions for businesses to maximize the effectiveness of influencer marketing to encourage consumer engagement and trust. Instagram is one of the most important platforms in the digital landscape, significantly influencing consumer behavior through influencers. This study investigates the factors contributing to this influence, specifically credibility, authenticity, engagement, and brand alignment, to better understand their impact on purchase intention. The research examines why trustworthiness is a critical factor in consumer intent. Using a mixed-method approach that includes surveys and content analysis, the study identifies key elements that drive consumer trust and purchase intent. The results indicate that influencer endorsements significantly positively affect brand awareness, perceived product value, and consumer decision-making. However, challenges such as influencer fraud and consumer skepticism remain prevalent. Acknowledging these challenges, the study provides recommendations for businesses to enhance the effectiveness of influencer marketing, thereby fostering greater consumer engagement and trust
Authors: Naik, Sneha, Shinde, Rewan, Karotra, Manisha
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6893351365
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