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Instagram Influencer Marketing Impact

Q: How has the perception of influencer authenticity impacted consumer trust and purchase decisions on Instagram?

The perception of influencer authenticity plays a crucial role in consumer trust and purchase decisions on Instagram. Approximately 51% of study participants feel that influencer marketing on Instagram is authentic, which suggests that consumers often trust influencers and their endorsements . Authenticity fosters trust, and when influencers seem genuine and relatable, consumers are more inclined to make purchase decisions based on their recommendations . The transparency of paid promotions, emphasized by only 23% of respondents always finding it transparent, can also impact perceived authenticity and trust .

Q: What role do influencers play in shaping consumer behavior on Instagram and what are the factors influencing their effectiveness?

Influencers on Instagram play a significant role in shaping consumer behavior by affecting their purchase intentions and brand perceptions. Consumers often look at influencers as reliable sources due to their perceived authenticity, expertise, and credibility . However, factors like trustworthiness, brand credibility, and consumers' perceptions of authenticity significantly influence the effectiveness of influencers. Studies show that trust in the influencer affects purchase intentions, and brand credibility is a key precondition for developing both trust and purchase intentions . Additionally, consumer engagement levels, influencer follower relationships, and transparency in endorsements also modulate their influence .

Q: In what ways does influencer marketing on Instagram differ from traditional advertising in affecting consumer purchasing behavior?

Influencer marketing on Instagram diverges from traditional advertising primarily in its approach and engagement format. Influencers leverage their authentic voice and personal brand to connect with audiences, often resulting in higher engagement and trust compared to traditional ads . Unlike traditional advertisements, which are overt and product-centric, influencer marketing often entails subtle promotions that blend into everyday content, influencing consumer purchasing through relatability and personal recommendations . This approach allows for a deeper connection with target audiences and often results in higher purchase intention due to perceived authenticity and trust .

Q: What differentiated vision does influencer marketing provide over conventional methods in brand communication and audience engagement on social media platforms?

Influencer marketing offers a differentiated vision over conventional methods by providing a more personalized and relatable form of brand communication and audience engagement. Unlike traditional advertising, influencers use their established credibility and relatability to share brand messages within everyday content, fostering trust and engagement through authentic interactions . This approach increases audience engagement by weaving brand messages into personal narratives, significantly enhancing user engagement and interaction compared to standard promotional methods . The audience feels more personally connected to brands through influencers than through impersonal conventional ads .

Q: What are the key motivations for consumers to follow and engage with Instagram influencers, and how do these motivations affect purchasing decisions?

Key motivations for consumers to follow and engage with Instagram influencers include the quality and relevance of content, trustworthiness, and peer recommendations. Quality of content (77%) and relevance of interest (54%) are primary factors driving follower motivations . This engagement and trust result in increased influence over followers’ purchasing decisions, as the authenticity and perceived expertise of influencers are considered crucial in their purchase journey . Influencer recommendations are more trusted than traditional advertising, with 33% of consumers agreeing that influencer suggestions impact their buying decisions .

Q: How important is transparency regarding paid promotions in maintaining consumers' trust in influencer marketing on Instagram?

Transparency about paid promotions is vitally important in maintaining consumer trust in influencer marketing on Instagram. The majority of survey participants, 64%, believe that paid promotions and sponsorships are only sometimes transparent, indicating a potential area of mistrust . Full disclosure and honesty about sponsorship can enhance perceived authenticity and trustworthiness, which are key factors influencing consumer decisions and trust in influence-based recommendations. Without transparency, influencer marketing risks perceived deception and fraud, which could severely undermine its effectiveness .

Q: How do influencer marketing strategies on Instagram contribute to overall consumer market changes, and what are consumers' attitudes towards these changes?

Influencer marketing strategies on Instagram significantly contribute to evolving consumer markets by altering brand perceptions and purchasing behaviors. These strategies leverage influencer authenticity and reach to facilitate brand-building efforts and drive consumer interactions, resulting in enhanced brand recognition and loyalty . Consumer attitudes towards these changes are largely positive, with 80% of survey participants acknowledging a shift in how they shop or perceive brands due to influencer marketing . This reflects a dynamic where influencer marketing is integral to modern marketing strategies, influencing broader consumer market trends .

Q: How do Instagram user demographics influence their interaction with influencer content and subsequent purchasing decisions?

Instagram user demographics greatly influence interaction with influencer content and purchasing decisions. Most Instagram users in the surveyed data are young adults aged 21-25 years (86%), suggesting that younger generations are more receptive to influencer marketing . The high frequency of Instagram usage among this age group (88% multiple times a day) correlates with a significant degree of interaction with influencer content . The resulting frequent engagement often leads to higher purchase intentions, as evidenced by 51% of respondents admitting to having made purchases influenced by such content .

Q: To what extent does the engagement with Instagram influencers directly correlate with consumer buying behavior?

The engagement with Instagram influencers correlates significantly with consumer buying behavior. The analysis of survey data showed a direct relationship where higher engagement levels with influencers lead to increased purchasing decisions. Regression analysis indicates that the involvement with influencer content (liking, commenting, sharing) has a meaningful impact on consumers' intentions to purchase, signified by an F-value of 31.82, suggesting that engagement is a strong predictor of buying behavior . The study concludes with accepting the alternate hypothesis, showing a significant relationship, thus emphasizing the importance of engagement levels in driving consumer behavior .

Q: What is the impact of similarity attributes of Instagram influencers on consumer impulse buying for fashion products?

The attribute of similarity in Instagram influencers has a significant impact on consumer impulse buying, particularly for fashion products. This similarity relates to shared interests, styles, or demographics between the influencer and the consumer, and is shown to have the highest proportion (100%) of influence among other influencer attributes . It enhances relatability and fosters a stronger connection, which consequently boosts the likelihood of impulse buys. Consumers identify with influencers who reflect their own values or lifestyle, resulting in increased spontaneous purchasing behavior .

This project report examines the impact of Instagram influencer marketing on consumer buying decisions, highlighting the mechanisms through which influencers affect consumer attitudes and purchase intentions. The research, based on a survey of 100 Instagram users, reveals that influencer credibility, trustworthiness, and engagement significantly influence consumer behavior, with many respondents reporting purchases influenced by Instagram content. The study emphasizes the importance of authenticity and effective marketing strategies in leveraging influencer partnerships to enhance consumer trust and engagement.

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Instagram Influencer Marketing Impact

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IMPACT OF INSTAGRAM INFLUENCER

MARKETING ON CONSUMER BUYING DECISION

A Project Report submitted to the Gangadhar Meher

University in partial fulfilment of the requirement for the
Degree of

MASTER OF COMMERCE

Aniket Mundary
Roll No: UPG22CM-043
Session- 2022-24

Under the Guidance of

Ms. Saroja Meher

Associate Professor
Department of Commerce
Gangadhar Meher University, sambalpur

DEPARTMENT OF COMMERCE
GANGADHAR MEHER UNIVERSITY, SAMBALPUR
DECLARATION

This is to certify that this project report titled “IMPACT OF INSTAGRAM

INFLUENCER MAKETING ON CONSUMER BUYING DECISION” is a work done
by me under the guidance and supervision of Ms. Saroja Meher.

I further certify that this report has not been copied or submitted by me to any other

university or any institution for obtaining any other degree or diploma.

(Aniket Mundary)

i
CERTIFICATE

This is to certify that the work incorporated in this project report, “IMPACT OF

INSTAGRAM INFLUENCER MARKETING ON CONSUMER BUYING DECISION”

is a bonafide research work carried by Aniket Mundary under my guidance and supervision

and the same has not been submitted previously for any degree.

(Ms. Saroja Meher)

ii
ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people who have
helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to Ms. Saroja Meher under whose constant
guidance, I have been able to complete this work successfully and also I would like to extend
my gratitude to all other faculty of commerce for their constant guide and support.

Lastly, I would also like to sincerely thank my friends and family for their support in
completing this dissertation successfully.

Aniket Mundary
Exam Roll no: UPG22CM-043

iii
ABSTRACT

In recent years, Instagram influencers marketing has emerged as a powerful tool for businesses
to engage with consumers and promote their products or services. This dissertation investigates
the impact of Instagram influencer marketing on consumers' buying decision, aiming to discern
the mechanisms through which influencers shape consumer attitudes and purchase intentions.

The research explores various dimensions of Instagram influencer marketing, including

influencer credibility, trustworthiness, attractiveness, and expertise, and their influence on
consumers' perceptions and behaviours. Furthermore, it examines the role of social influence,
parasocial relationships, and identification processes in mediating the relationship between
influencers and consumers. By analysing data collected from a diverse sample of Instagram
users, this study seeks to uncover patterns in how influencer marketing impacts different
consumer segments.

Lastly, this dissertation contributes to the growing body of knowledge on social media
marketing by offering a comprehensive analysis of the impact of Instagram influencer
marketing on consumers' buying decision.

Keywords: Influencer marketing, Instagram, Instagram influencer, Consumer behavior

iv
[Link] LIST OF FIGURES PAGE NO.
1 Figure 4.1 Age of respondents 42
2 Figure 4.2 Gender of respondents 42
3 Figure 4.3 Education of respondents 43
4 Figure 4.4 Employment of respondents 43
5 Figure 4.5 How frequently do you use instagram? 44
6 Figure 4.6 Do you follow any influencer? 44
7 Figure 4.7 What types of influencers do you follow? 45
8 Figure 4.8 How often do you engage with influencers content on 45
instagram?
9 Figure 4.9 Have you ever made purchase influenced by an influencer 46
by an instagram post, reel, story or live
10 Figure 4.10 Which factors influence your decision to purchase product 47
recommended by an influencer?
11 Figure 4.11 How often do you find yourself considering purchasing a 47
product or service after seeing it promotes by an influencer
on instagram?
12 Figure 4.12 What factors influence your decision to follow an 48
influencer on instagram?
13 Figure 4.13 Do you believe that influencer marketing on instagram 48
affects your purchasing decision?
14 Figure 4.14 Have you ever purchased a product solely because it was 49
recommended or endorsed by an influencer on Instagram?
15 Figure 4.15 How likely are you to trust product recommendations from 49
influencers on Instagram compared to traditional
marketing?
16 Figure 4.16 Have you ever felt deceived or misled by influencer 50
marketing on instagram?
17 Figure 4.17 How do you perceive the authenticity of product 50
recommendations by influencers on instagram?
18 Figure 4.18 Do you think influencer marketing is transparent about paid 51
promotions and sponsorships?
19 Figure 4.19 Do you think influencer marketing on instagram has 51
changed the you shop or perceive brands?
20 Figure 4.20 How do you think influencer marketing on instagram 52
impacts overall consumer behaviour?
21 Figure 4.21 Do you prefer Influencer marketing over traditional 52
advertising methods (e.g., TV commercials, Billboards)

v
EXECUTIVE SUMMARY

The dissertation discusses influencer marketings impact on consumer buying decision,

emphasizing the trust consumers place in influencer recommendations over traditional brand
ads. Influencer marketing has gained popularity, with increasing development in technology,
influencing consumer purchase habits significantly. The aim is to systematize knowledge about
influencers' roles, typology, and their impact on consumer decision-making processes. It
highlights the rise of influencer marketing online and its effectiveness in reaching and
influencing diverse audiences. The research methodology involved a survey of consumers who
actively use instagram, focusing on the influence of influencer marketing on purchase
decisions.

A simple random sampling technique has been applied. An in depth questionnaire was prepared
focusing on popular social media platforms Instagram, a trending content field where
influencers create content. The survey targeted 100 consumers aged 18-35, avid social media
users, specially Instagram, to understand the impact of influencer marketing on their purchase
decisions. The data collected was interpreted and presented through graphs, diagrams, and
statistical tools providing insights into how influencer marketing influences consumer
behaviour and purchase habits.

Research hypothesis was created, which helped to find whether the independent variable that
is the engagement and influence of instagram influencer impacts the dependent variable that is
consumer purchase intent. Regression analysis was used to find the impact which stated that
the independent variable affected the depended variable, implying consumers do have
instagram influencers influence in their buying decision.

The findings and discussions of the document highlight the significant impact of influencer
marketing on consumer behaviour, particularly in influencing purchase decisions. The survey
of 100 respondents’ highlights Instagram's popularity among young users, with a majority aged
21-25. It shows daily usage of instagram. About 51% have made purchases influenced by
Instagram, indicating high awareness of influencer marketing. 41% actively engage with
influencer content. Opinions on influencer credibility and expertise vary, with factors like
content quality, relevance, and trustworthiness influencing follower choice. While influencer
endorsements moderately influence decision-making for some, over half have made purchases
based on such recommendations. Satisfaction with influencer recommendations is generally

vi
high, with a minority expressing dissatisfaction. Participants tend to trust peer
recommendations from influencers more than traditional brand advertisements, leading to an
increased willingness to purchase products immediately.

Lastly, there are some suggestions stated after the data analysis and findings. The suggestions
emphasise on the elements that needs to be improved or included in Instagram marketing by
both the business and the influencers. It includes the importance of authenticity and
engagement in influencer marketing. It is suggested to build trust, monitoring satisfaction,
improving marketing skills, choosing relevant influencers, and tracking metrics for effective
campaigns. Additionally, the significance of creating compelling content, incentivizing action,
nurturing long-term relationships, encouraging user-generated content, and maintaining
transparency and compliance with regulations has been highlighted.

In conclusion, the concept of consumer buying decision, vital for marketers and product
designers, has evolved with social media platforms like Instagram becoming key marketing
channels. Influencer marketing, particularly through Instagram influencers, is prevalent,
leveraging trust as a significant factor. Trust in influencers is influenced by emotional
connection, social responsibility, and their fan base. Electronic Word-of-Mouth (eWOM) plays
a crucial role, with positive eWOM spread by trustworthy influencers impacting consumer
opinions and purchasing decisions. However, misuse of eWOM can lead to a loss of
trustworthiness for influencers and negatively affect consumer purchasing intentions.

vii
CHAPTER NO. CONTENTS PAGE NO.

Declaration i

Certificate ii

Acknowledgement iii

Abstract iv

List of figures v

Executive summary vi-vii

I INTRODUCTION

1.1 Introduction 2

1.2 Relevance of study 3

1.3 Statement of problem 3-4

1.4 Objective of study 4

1.5 Research hypothesis 4

1.6 Research methodology 5

1.7 Limitations of study 6

II LITERATURE REVIEW

2.1 Literature review 8-24

2.2 Research gap 25

III THEORETICAL BACKGROUND

3.1 What is influencer marketing? 27

3.2 Evolution of influencer marketing 27-29

3.3 Influencer marketing via instagram 29-30

3.4 Marketing and instagram 30-32

3.5 Instagram influencer and their impact 32-38

3.6 Consumer buying decision 38-40

IV DATA ANALYSIS AND INTERPRETATION

4.1 Data analysis and interpretation 42-52

4.2 Hypothesis testing 53-54

V FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 Findings 56

5.2 Suggestions 57-58

5.3 Conclusion 58-59

REFERENCES 60-61

ANNEXURE 62-65
CHAPTER I
INTRODUCTION

1
1.1 INTRODUCTION

Influencer marketing revolves around promoting products and services to individuals who
wield influence over the purchasing decisions of others. This influence usually derives from an
individual's knowledge, popularity, or standing. Targeting an influencer audience resembles
word-of-mouth marketing but isn't solely dependent on direct recommendations. Social media
has played a pivotal role in rejuvenating this tool, providing enhanced opportunities for its
utilization. While branding initially focused on well-known personalities, it later shifted to
renowned bloggers. Presently, the spotlight is on ordinary consumers who wield significant
influence. Brands and companies are increasingly directing their marketing efforts towards
discovering novel avenues for self-presentation. They seek individuals to narrate their story.
Influencer marketing stands out as one of the most rapidly expanding tools for acquiring new
online customers. Utilizing influencer marketing effectively proves to be a cost-efficient
method for promoting products, individuals, or ideas, infusing creative content into the
company, and reaching target groups organically.

Social media platforms have revolutionized the way businesses engage with their target
audience, and Instagram has emerged as a powerful tool for influencer marketing. With the rise
of Instagram influencers, brands have found a new way to reach and persuade consumers
through individuals who have amassed large followings and influence on the platform. This
study aims to investigate the impact of Instagram influencers on consumer behaviour, exploring
the role they play in shaping consumers' attitudes, preferences, and purchase decisions.
Instagram, with its visual-centric nature and massive user base, provides a unique environment
for influencers to showcase products, endorse brands, and share their experiences with millions
of followers. These influencers, often admired for their aspirational lifestyles and perceived
expertise, have the ability to sway consumer opinions and influence their purchase decisions.
Consequently, understanding the dynamics of this influential relationship and its implications
for consumer behaviour is of paramount importance to marketers and researcher’s alike. One
key aspect to explore is the attitudes consumers hold towards Instagram influencers. Questions
regarding authenticity, credibility, trustworthiness, and expertise arise as consumers navigate
through a sea of sponsored content and endorsements. Are influencers seen as reliable sources
of information, or are they viewed as mere vehicles for brand promotion? Investigating these
attitudes will shed light on the underlying factors that contribute to consumer engagement and
receptivity towards influencer marketing.

2
1.2 RELEVANCE OF STUDY
This study is necessary due to a number of reasons and factors:

1. Influencers on Instagram: Influencers on Instagram have become influential figures in

the marketing world, able to influence the thoughts, tastes, and purchases of customers. For
marketers looking to connect with their target audience in a meaningful way, it is essential
to comprehend the kind and extent of their influence on customer behaviour.

2. Growing Significance of Influencer Marketing: Brands are increasingly using influencer

marketing as a key tactic to connect and interact with their target audience. Because of its
vast user base and emphasis on visual content, Instagram has emerged as a key hub for
influencer partnerships. This study can help marketers make better use of Instagram by
illuminating the efficacy of influencer marketing there.

3. Absence of Thorough Understanding: Although case studies and anecdotal evidence

demonstrate the effectiveness of influencer marketing on Instagram, there is a lack of
thorough research that looks into the precise mechanisms via which Instagram influencers
affect consumer behaviour. The purpose of this study is to close this research gap by
offering empirical data and a more comprehensive comprehension of Instagram influencers'
effects.

1.3 STATEMENT OF PROBLEM

Consumers use a variety of social media channels to gather information, engage, and
communicate with others. A lot of information and content is posted online, and as individuals,
we feel obliged to either share these postings with friends or connect by writing in the comment
box, thereby engaging and boosting communication, which is critical.

"72% of Instagram users report making purchase decisions based on something that they saw
while browsing the app so if you're not incorporating it into your social media marketing, you're
missing out" . Furthermore, Instagram is regarded as the most successful promotional medium
due to its flexibility and excellent features, which allow for a greater reach and the expression
of creativity.

3
As a result, the purpose of this study is to determine the "impact" of Instagram on consumer
purchasing decisions. By the completion of this research, we should be able to identify whether
Instagram plays a role in our purchasing decisions, as well as comprehend the influence
Instagram has on its users.
So, the research question will be “What is the impact of Instagram influencers on consumer
behaviour, specifically in terms of their influence on purchasing decisions and consumer
attitudes, and what are the moderating factors that influence their effectiveness?”

1.4 OBJECTIVE OF STUDY

1. To determine the impact of Instagram influencer marketing on consumer buying
decision.
2. To explore consumer attitudes towards Instagram influencers, including their
perceptions of authenticity, credibility, trustworthiness, and expertise.
3. To determine the moderating factors that influence their effectiveness.
4. To examine the level of trust that consumers have regarding instagram influencer
marketing.

1.5 RESEARCH HYPOTHESIS

Hypothesis [H0]: The presence and engagement with Instagram influencers has no significant
influence on consumer behavior, leading to higher purchase intent and product preference.

Hypothesis [H1]: The presence and engagement with Instagram influencers has significant
influence on consumer behavior, leading to higher purchase intent and product preference.

This hypothesis suggests that Instagram influencers play a substantial role in shaping consumer
decisions, affecting their purchasing behavior positively towards products or services they
endorse on the platform.

4
1.6 RESEARCH METHODOLOGY

i. Research design
Quantitative research approach was employed to gather numerical data regarding
consumer buying decision and perception towards influencer marketing.

ii. Sample design

A self- designed questionnaire was developed and given to general public. The
questionnaire is related to impact of Instagram influencers on consumer behaviour.

iii. Time period

1 month was given to respondents to fill out the forms and collect information.

iv. Tools and techniques used

Both primary and secondary data were gathered for this thesis, the former was
collected via an online survey given to Instagram users, while the latter came
through papers written on related subjects in the past. As a result, the statistical tools
had been applied in the context of the data analysis methodologies.

I proceeded to explain how this showed the impact of Instagram influencer

marketing on consumer behaviour by carefully examining and describing the poll
responses. Additionally, I created a comprehensive analysis of the data using the
necessary graphs and showed how the sample population as a whole respond to the
effect of Instagram influencers.

v. Source of data
To accomplish the research objective, primary data was collected from 100
Instagram users of Bhubaneswar through a structured questionnaire. The survey
link was sent through Email, Instagram, and WhatsApp. The Target Population was
respondents of age 18-35 years. The research is only limited to Instagram users. The
questionnaire consists of two section, in the first section questions related to the
demographic details of the respondent were asked. The second section consist of
questions related to the various factors like credibility, attitude and buying
behaviour of social media users.
The secondary data was collected from different online books, journals, websites
and other published sources.

5
1.7 LIMITATION OF STUDY

• Area restriction: Study was conducted on samples from Bhubaneswar only so cannot be
generalized and most of the respondents are students.
• Dynamic Nature of Social Media: Social media platforms and influencer trends are
constantly evolving. The information and insights provided in this research are based on
the data available up to the cut-off date and may become outdated as new platforms and
trends emerge.
• Limited Sample Size: Depending on the chosen research methodology and data collection
techniques, the sample size may be limited, potentially affecting the representativeness of
the findings for a broader population.
• Influencer Diversity and Types: The study may not cover all types of influencers (macro,
micro, nano) or various social media platforms extensively, limiting the generalizability of
the findings to all categories of influencers and platforms.
• Bias and Subjectivity: The interpretation of consumer behaviour and brand loyalty can be
subjective and influenced by personal biases, potentially affecting the research's
objectivity.

6
CHAPTER II
LITERATURE REVIEW

7
2.1 Literature review
1. Asem Al-Nasser, Dr. Anuar Shah Bali Mahomed, 2020

Effect of social media influencers on purchase intentions of Saudi Arabia consumers:

Instagram as an evaluation tool

Influencer marketing is a new and emerging form of marketing that involves using social media
platforms like Facebook, Instagram, WhatsApp, Twitter, and many more to conduct business.
The goal of this approach is to increase interest in products by using social sharing about
vendors or products to increase the likelihood that customers will make a purchase. These days,
Social Media Influencers (SMIs) are becoming more and more well-known throughout the
world because of their professionalism, persuasiveness, and trustworthiness when it comes to
influencing consumers' intentions to make purchases. This analysis looks at how consumers
interact with and assess products through SMIs on Instagram and how SMIs affect
consumersdecisions to buy. Fascinatingly, this review highlights a special characteristic of
Instagram regarding products that makes Instagram a valuable assessment tool for buyers
looking for more details about new products. As a result, it happens frequently for regular
users of Instagram to transform into influencers and celebrities in a relatively short amount of
time. Finally, the study's conclusions and suggestions for further research on the influence of
SMIs on Instagram users' purchase intentions when utilizing the platform as an assessment
tool in the Saudi Arabian monarchy were also emphasized.

2. Sanjana Thakker , Vanishree Pabalkar, 2021

A study on the impact of influencer marketing on the buying behaviour of consumers
across different generations
The purpose of this paper is to provide a comprehensive analysis of the opportunities and
constraints associated with influencer marketing and to compare the effects of influencer
marketing on the purchasing habits of Millennials and Baby Boomers in Pune. In this essay,
we aim to determine the degree to which influencers are useful in drawing in
potential customers and encouraging them to make a purchase, thereby assessing the
influencer's overall efficacy in brand promotion. In order to fulfil the objectives of this
investigation, 310 respondents' replies to an online survey were gathered through primary
research. T-test of Independent Sample and One-way Anova were used for statistical
processing of the data, and the results of the tests indicated that Millennials and Baby Boomers
differ significantly in how influencer marketing affects their purchasing decisions. The results
of this research will enhance comprehension of influencer marketing in relation to various
8
Indian client segments and aid in their comprehension of their unique requirements.

3. Shivani mishra, 2021

A study on impact of social media influencers’ endorsements on the consumer buying
behaviour for lifestyle and electronics product category with special reference to
gorakhpur city
There are two distinct forms of marketing: social media marketing and digital marketing.
Influencer marketing is an excellent illustration of how to use social media in a very discrete,
almost subconscious way. Long-term effects of this type of marketing are seen in the broader
public. When executed effectively, it is communicative, captivating, and builds a
relationshipwith the client instead of just appealing to their logic. Due to its second-highest
institution density, its standing as an IT hub, and other considerations, Gorakhpur boasts one
of India's largest youth populations. The lifestyle and electronics industries greatly influence
the purchase behaviours of this age.
The newest fashion, lifestyle, excels at producing photos for products related to food, fitness,
organics, and other topics with the assistance of influencers. Young people who are tech-savvy
are drawn to electronics, which are widely promoted by influencers across multiple platforms.
This research study aims to establish connections between all of these features through the use
of primary and secondary data. The aim is to examine the connection between the typical
consumer's belief in influencers and the subsequent purchasing habits of young people in
Gorakhpur, namely those between the ages of 15 and 25. The collection of primary data will
be done by a methodical questionnaire. The observations will be looked into, and results will
be presented.

4. Misshka Guptaa, 2021

Impact of Influencer Marketing on Consumer Purchase Behaviour during the Pandemic
Social media has evolved from being a place where we post pictures and random thoughts
every day to a marketing arena dominated by influencers. Influencers are persons who have a
strong hold on others on social media because of their material, opinions, insights, and
distinctiveness. People are known to be impacted by these influencers, particularly the younger
generations. on social media during the pandemic and how it has affected businesses and the
audience's purchasing behaviour. We can identify them as a new type of marketing that goes
beyond traditional marketing and isn't just limited to selling a product but broadens the horizon
to build a brand identity and a trustworthy relationship between the audience, the brand, and
9
the influencer.
The information used in this paper was obtained from a brief research survey administered to
a sample of 50 consumers in order to examine how influencer marketing affected their
decisions and purchasing patterns. Since all of the data used is specific to the pandemic, only
data collected after 2020 has been included.

5. Dr. Ravindra Kumar, Sunny Jaiswal, 2022

Effect of role of social media influencers on consumer decision process during covid-19
pandemic within the fashion industry
Social media has evolved from a simple medium for networking and fun to a fantastic
marketing environment driven by influencers. Influencers are those who, via their material,
opinions, and distinctiveness, have a powerful pull over individuals on social media. Younger
generations are particularly impacted by these forces. Influencer marketing is a new kind of
advertising that goes beyond simple product promotion to include brand identity development
and establishing a relationship of trust between the brand and its audience. An increasing
number of businesses are using influencer marketing since the number of social media users is
rising along with the number of influencers. The results of this study will aid in a better
knowledge of influencer marketing in relation to various Indian consumer categories and will
enable them to better understand the distinctive requirements of each.

6. Sweta Leena Hota, 2022

Analysis of influencer marketing impact on buying behaviour among teenagers
Different effects of influencer marketing on teenagers have been critically assessed in this
study. To find out how effective influencer marketing is on teens, a survey was conducted and
a sample size of 25 persons was created using basic random sampling. 72% of trial
participants—the majority of whom were teenagers—thought the products were trustworthy,
even though the products were being promoted by various social media personalities. Eighty
percent of teenagers worldwide concur that social media influencers have a significant
influence on teens' opinions of brands since they lead similar lifestyles. Thus, it can be
concluded that women are more susceptible to strong effects than men of the same age.

7. Dr. Fred Chan, July 2022

A Study of Social Media Influencers and Impact on Consumer Buying Behaviour in the
United Kingdom
10
In order to better understand how SMIs work, this study:
(1) identifies the personality and content elements that SMIs elicit;
(2) illustrates how SMIs might impact choice imitation by enhancing customer loyalty; and
(3) ascertains whether the association between SMIs and choice imitation is influenced by
demographic variables as gender, income, and educational attainment.
The theoretical foundation of the current work comes from literature reviews and exploratory
experiments. The target respondents are British citizens between the ages of 18 and 65. Using
the MTurk platform, questionnaires are emailed in order to examine the study topics.

This study specifically determines the impact of SMIs on followers' selective imitation. The
current study uses factor analysis to show that personality and content traits—two essential
SMI components—are what affect decision imitation. Compared to ordinary celebrity brand
ambassadors.

SMIs raise buying intent while reducing followers' understanding of persuasion. This study
also shows that the beneficial impact of SIMs on decision imitation is mediated by customer
loyalty. as a result of the parasocial bond that SMIs create with their followers. Followers will
become more devoted customers and are more inclined to buy the suggested goods and live the
recommended lifestyles.

Secondly, the relationship between social imitation cues and decision imitation is examined,
along with the impact of various demographic traits. This study shows that the influence of
SMI content qualities on choice imitation increases with increasing income. It makes sense
given the increased effort higher income groups put forth to elaborate on the more sophisticated
information and messages supplied by SMIs. Furthermore, this study disproves the idea that
gender has any bearing on the relationship between decision imitation and SMI personality
features. Last but not least, this study disproves theories that suggest education level may have
an impact on the relationship between SMIs and decision imitation.

Overall, the results add to the body of knowledge in marketing literature about the traits of a
SMI's personality and content. This study also demonstrates how SMIs affect choice imitation
through client loyalty. Apart from their theoretical importance, the results have implications of
management for communicating with SMIs through digital marketing

8. Joanna K. Santiago, Daniel Magueta, and Cataria Dias, 2022

Consumer attitudes towards fashion influencers on Instagram: impact of perceptions and

11
online trust on purchase intention
Companies and the academy have previously acknowledged the growing impact of digital
influencers. However, given its timing, there are still certain gaps in the literature on this
subject. The goal of the current study is to investigate the factors that lead to trust in influencers
and, ultimately, purchase intention. To grow, businesses must comprehend how consumers feel
about digital influencers in order to effectively implement digital initiatives. As a result, they
must determine the factors that precede influencer trust as well as how they affect consumers'
intentions to make purchases.

The study aims to establish a framework that explains the correlation between customer
perceptions, influencer trust, and purchase intention. Additionally, a sample of Portuguese
customers will be used to test and validate the framework. The study used non probabilistic
convenience sampling in a quantitative manner. In order to accomplish the goal of this study,
an online survey was performed (n=242).
Amongst those who follow Instagram fashion influencers. The findings demonstrated that
influencer trust does, in fact, affect purchase intention, and that brand credibility is a key
precondition for both trust and purchase intention development.
This study provides insight into the role of fashion influencers on social media from the user's
perspective, enriching knowledge in the Portuguese context. This study has demonstrated that,
from a financial standpoint, using digital influencers is an effective strategy for fashion
marketers section.

9. Ramesh Kumar, Priya Singh, 2022

Impact of influencer marketing on consumer purchase behaviour in India
The purpose of the study was to determine how customer purchase behaviour was affected by
promotional postings featuring influencer marketing on Instagram. Influencer marketing on the
growth in purchasing rates, living standards, and behavioural patterns was studied using an
experimental research approach.

Instagram. Product moment correlation analysis to examine the link between two variables and
determine whether consumer purchase behaviour and influencer marketing on Instagram are
related. The study's findings showed a strong positive association between Instagram influencer
marketing and customer purchase behaviour. Significant variations in mean and variance were
also discovered between the two groups regarding the impact of influencer marketing via
Instagram professional posts.

12
10. Dr. Lokesh Arora, Prof. Kishor Chand, 2022
Impact of Influencer Marketing On Consumer Buying Behaviour
In recent years, influencer marketing has become more and more popular as a means of
reaching target groups and influencing customer behaviour. The goal of this research is to better
understand how consumer behaviour is impacted by influencer marketing, with a focus on how
well it elevates brand awareness, improves brand perception, and increases sales. The

document will employ data analysis techniques and a mixed-methods approach to

give thorough understanding of the topic. The social media landscape has evolved from one in
which we shared images and random thoughts to one dominated by celebrities and primarily
utilized for advertising. Social media users are strongly drawn to influential people and those
with sway over them due to their unique experiences, opinions, and information.
People are known to be impacted by these influencers, especially younger people.
They can be described as a novel approach to marketing that surpasses conventional methods
and goes beyond merely advertising goods, such as creating a brand and solidifying the bonds
between items, viewers, and celebrities. The number of people using social media rises in
tandem with the number of celebrities and businesses adopting influencer marketing. The
audience is infinite, and the influencers are pros at creating engaging marketing content—an
continuous expense for any kind of business, big or small.
This essay seeks to clarify the recent hype around influencer marketing on social media during
the pandemic and how it increased consumers' and businesses' purchasing habits. A survey of
220 customers was used to collect data for this study in order to determine the effects of
influencer marketing on consumers' purchasing decisions and performance.

11. Erkan BİL, Mert İNAL, Murat ÖZKAYA, 2022

The impact of influencer’s perceived characteristics on consumer purchase behaviour

This study aims to assess how purchase intention and behaviour are impacted by the
influencers' perceived qualities (informativeness, perceived ease of use, and adoration). The
primary target audience for this study is everyone who uses social media and follows a
minimum of one influencer. The study was conducted using IBM SPSS 20 and SmartPLS 3.3.3
package applications. The relationships in the suggested research model were tested in the
study using confirmatory factor analysis and structural equation modeling (SEM), respectively.
13
The results of the structural equation modeling analysis indicate that purchase intention is
significantly and favorably influenced by transparency, appreciation, and perceived ease of
use. Furthermore, admiration, perceived simplicity of use, and usefulness all have strong,
favorable indirect effects on purchasing behaviour. This study's primary contribution to the
literature is that, by taking into account all of the variables in the context of influencer
marketing, it not only explains the effects of informativeness, perceived ease of use, and

admiration on purchase intention, but it also thoroughly reveals the effects of these variables
on both purchase behaviour and intention.

12. Vaishnavi Parwal, Ravi Kumar J S, 2023

Impact of Instagram Influencers on Consumer Behaviour

The purpose of this study is to evaluate how well influencer marketing initiatives affect
consumer behaviour. Researchers may learn a great deal about the effectiveness of this
marketing tactic by studying how Instagram influencers affect consumers' brand preferences,
buying decisions, and product assessments.
Marketers can improve their tactics and get the most out of their influencer collaborations by
figuring out what makes consumers react the way they do to influencer content. Furthermore,
it's critical to comprehend the traits and attributes that Instagram influencers possess. What
qualities or abilities do these people have that allow them to gain devoted fans and effectively
interact with their audience? Understanding what characteristics influencers have and how to
best leverage their impact will be aided by an analysis of influencer characteristics.
This study looks into how Instagram influencers affect consumer behaviour in an effort to give
marketers and companies useful information.
The results will not only advance scholarly studies in the area but also provide useful
suggestions for efficiently utilizing influencer marketing. Ultimately, in the always changing
digital landscape, firms will be able to create more impactful and focused marketing campaigns
by comprehending the nuances of this significant relationship.

13. Prof. Dr. Simon Fauser, Prof. Dr. Marco Schmäh, Xi Chen, Tosca Michel, Saenal Lee,
2023
Virtual Influencer Marketing and its impact on customer purchase Behaviour
The impact of virtual influencer (VI) marketing on consumer buying behaviour is investigated
in this study. The goal is to comprehend VI marketing's reach and influence. The study

14
highlights the special advantages and difficulties connected with VIs and contrasts them with
conventional Human Influencer (HI) marketing. To learn more about consumer attitudes and
actions around VIs, a survey was carried out. Important studies show that customers' levels of
acceptance and trust in VIs differ. While some participants said they would be willing to
purchase goods that VIs advertised, others raised doubts about their sincerity. In addition, the

study looks at VIs' possible place in the metaverse, highlighting both commercial prospects
and difficulties in this rapidly changing digital environment.
With all factors considered, this study clarifies the expanding impact of VIs and the want for
more study in the marketing domain.

14. Joshua Wesly Jeyakumar, P. V. Saravanan, 2023

Impact of digital marketing on consumer buying behaviour
This study aims to investigate how digital marketing affects customer purchasing decisions.
The purpose of the study is to determine how digital marketing affects consumer behaviour,
what elements make it successful, and how marketers might use digital channels to
interact with customers. In order to investigate the research aims, the study used a
mixed-method research design, utilizing both qualitative and quantitative data. Customers who
have made purchases online were the target audience for the online survey that was used to
gather data. The results indicate that customers' purchasing decisions are significantly
influenced by digital marketing, since they rely on these channels to study products, read
reviews, and make purchases. The study's conclusion suggests that companies spend money on
digital marketing to reach target audience and increase sales.

15. Dr. Manoj W. Meghrajani, Dr. Nilesh Anute, Dr. Hemant Patil, 2023
Impact of social media influencer marketing on consumer buying behaviour
The purpose of this study was to evaluate the efficacy of social media influencer marketing
(SMI), as well as how customers perceive it and how it affects their purchasing decisions. A
verified questionnaire was employed to gather information from a sample of 150 customers in
Pune City, Maharashtra, India, who make purchases online and are impacted by social media
ads on Facebook, Twitter, and Instagram. The study's findings indicate that people are less
inclined to purchase goods that are promoted on social media. Additionally, there is proof that
customers view these social media influencer marketing initiatives as advertisements.
However, if customers believe the influencers are real and reliable and the advertiser is sincere,

15
they are more likely to participate in this kind of marketing.
16. Savita and Dr. Ishwar Mittal, 2023
Effect of Social Media Influencers on Buying Behaviour of Consumers and Impact on
their Decision
Subtle types of promotion have replaced overt ones, with the majority of businesses these days
focusing on what the client wants. The word "influencer" describes a wide range of non-
decision makers who have the power to change consumers' minds. They influence consumer
purchasing behaviour and have been so effective because of their knowledge, expertise, and
global awareness, to name just a few factors. Their reputation as industry leaders on social
media has earned them a devoted following. For the purpose of this study, non-probability
sampling would be used to survey 80 consumers in Haryana. All of the research that have been
looked at indicate that social influence plays a big role in social media use. For organizations,
it is essential to comprehend social impact systems, select appropriate metrics, gather relevant
data, and assess the impact prospects in online social media.

17. Avrylia Indah Sari , Melly Prabawati dan Esty Nurbaity Arrsy, 2023
The Influence of Instagram Influencers on Impulse Buying Fashion Products
This study attempts to gather data regarding the impact of Instagram influencers on fashion
product impulse buys based on influencer attributes like knowledge, reliability, likeability, and
resemblance as well as impulse buy attributes like intensity, excitement, and stimulation;
spontaneity, strength, compulsions, and intensity; and disregard for consequences. The
research methodology combines a quantitative approach with a descriptive strategy. This study
has 90 responders in its sample. In the analytical process, Chi-Square is used. According to the
study's findings, similarity—which has a 100% proportion of influence—is the indication that
has the biggest impact on influencers. With a very high category score of 78.9%, the excitement
and stimulation indicator has the biggest influence on impulse purchase. The data analysis's
findings indicate a value of 0.00 < 0.05. The degree to which fashion things are bought on
impulse increases with the influence of Instagram influencers. Any shift in influencers' values
will increase impulsive purchases by 5.333.

18. Dr. Priyanka Ranawat, Kamal Saini, 2023

Impact of YouTube and Instagram marketing on customer behaviour

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This study provides a comprehensive analysis of how marketing on YouTube and Instagram
affects consumer behaviour, emphasizing the role of online influencers and visual material in
particular. Instagram and YouTube have developed into effective channels that allow
companies to communicate with their target customers and sway their decisions. This study
aims to explore further the key ways that advertising techniques on YouTube and Instagram
influence customer behaviour, with implications for advertisers. The first part of the analysis
looks at the important role online influencers play in the marketing of YouTube and Instagram.
These influencers have large fan bases and the ability to alter the preferences and mindsets of
their followers.
The study investigates how customer perception, brand recognition, and purchase intent are
affected by sponsored content, influencer collaborations, and creative product placements.
The study looks into how engaging visual content affects user engagement, brand loyalty, and
purchasing decisions. It delves into the psychological components that underpin consumer
behaviour on these platforms in addition to demonstrating the power of visuals to evoke
feelings, pique desire, and ultimately influence purchase decisions. With a strong knowledge
of the impact of visual content, brands can craft compelling tales that engage their audience
and change customer behaviour. The study focuses in particular on the interactions between
marketing strategies used on YouTube and Instagram and how these impact customer
behaviours. It looks at the efficacy of cross-promotion, integrated campaigns, and consistent
messaging across platforms in order to enhance brand perception, consumer loyalty, and trust.
The study also touches on the ethical concerns related to marketing on YouTube and Instagram,
emphasizing the value of transparency, honesty, and maintaining real connections with the
target audience. Brands that respect moral principles can build enduring relationships with their
consumers.

19. Dr. Sarathsimha Bhattaru and G. Suvarsha, 2024

The impact of influencer marketing on consumer purchasing decisions - a survey based
analysis
The emergence and broad acceptance of social networking sites (SNS) by people worldwide
have led to a notable increase in the personalization of the internet. Since their debut, social
networking services have attracted millions of members, and many of these
individuals use these websites on a daily basis. Those who use it excessively may experience
negative effects on their physical health. Social media has accelerated the growth of human

17
interaction in modern times to a degree never seen before because of its ability to foster
collaboration through virtual communication and to create an atmosphere for mutual sharing
and involvement.
Both individuals and organizations are taking notice of this new medium. Due to the fact that
businesses everywhere are using social media platforms for advertising

Nowadays, a sizable portion of businesses worldwide have official Twitter accounts, Facebook
pages, and corporate blogs. Based on the collective results of these scientific studies, social
media has become an indispensable element of modern consumer life and business operations.
The study also aims to shed light on how customers of all ages, but especially teenagers, utilize
social networking sites and how these sites affect their purchasing decisions.

Sarathsimha Bhattaru and G. Suvarsha, The Impact of Influencer Marketing on Consumer

Purchasing Decisions - A Survey Based Analysis, International Journal of Marketing and
Human Resource Management (IJMHRM), 15(1), 2024, pp. 14– 20
[Link]
2.2 RESEARCH GAP

While numerous studies have explored the effectiveness of influencer marketing on various
social media platforms, such as Facebook and Twitter, there remains a notable gap in research
specifically focusing on the impact of Instagram influencer marketing on consumer buying
behavior. Although Instagram has emerged as a dominant platform for influencer marketing,
with its visually appealing content and extensive user engagement, there is limited empirical
research investigating the specific mechanisms through which Instagram influencer marketing
influences consumer purchasing decisions. Understanding these dynamics is crucial for
marketers and businesses seeking to optimize their influencer marketing strategies on
Instagram and capitalize on its potential to drive consumer behavior. As the growing popularity
and usage of Instagram by the consumers is increasing with time, it crucial to understand it
working for benefit of business for long term survival.

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CHAPTER III

THEORETICAL
BACKGROUND

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3.1 WHAT IS INFLUENCER MARKETING?

Influencer marketing is the collaboration between businesses and individuals who have large
and engaged followings online. It’s a marketing strategy of collaborating with social media
users and other content creators who have influence over communities of varying sizes. This
collaboration usually includes some sort of co-content creation or promotion of the brand by
the influencer to their community. Brands work with these individuals (known as influencers
because of the influence that they have over their followers in the social-first world that we live
in) to reach their networks of followers to promote their products and services.

Traditional advertising is becoming less effective, and even many online channels are starting
to stagnate due to a rise in ad blocking and changes in consumer behaviour.

In many ways, influencer marketing is the digital version of our offline peers’ influence on our
purchasing habits. It is only human nature that we make considered purchases that are informed
by what friends and family members have recommended or experienced.

3.2 EVOLUTION OF INFLUENCER MARKETING

Phase 1: The Pioneers

Starting as early as the 18th century, marketers have leveraged the power of influential
people. Josiah Wedgwood was a British potter whose cream-colored artwork got the approval
of Queen Charlotte in the 1765 — even earning him the official title of “Her Majesty’s Potter.”
Knowing that the Queen was the ultimate influencer at the time, Wedgwood leveraged his new
status and promoted his pottery as “Queensware,” the world’s first luxury brand. The royal
endorsement catalyzed his brand, as people started flocking to his business and clamoring for
his work soon after.

Phase 2: Fictional Characters

The next era brought in a wave of fictional characters as influencers. The most famous example
is Coca Cola’s popularization of Santa Claus in 1932. To drive beverage sales at the height of
the Great Depression, Coca Cola used the jolly image of Santa Claus to convey cheer during
an otherwise miserable time, refocusing their target audience and helping consumers remember
the joyful qualities of the company. Even decades later in the 1970’s, brands conjured up

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fictitious characters like Quaker Oats’ “Little Mikey” in order to sway consumers’ decisions.
In the brand’s famous commercial titled “Mikey Likes It,” a hard-to-please boy named Mikey
is shown enjoying Quaker Oats’ Life cereal. The brand wanted their target audience to relate
to the boy and think: if Mikey likes it, I’ll like it. The ad was so successful that it won a Clio
Award in 1974 and continued to run on air for 13 years.

Phase 3: Celebrity Endorsements

Then came the celebrity endorsements. Compared to fictional characters like Santa and Mikey,
celebrities are real people who have real preferences, plus mass followings due to their fame.
Because of this, they have the ability to convince consumers to buy the products that they
endorse. That’s why brands like Nike and Pepsi started forming partnerships with celebrities
to advocate for their products, in exchange for the publicity.

However, celebrity endorsements soon became less effective as people couldn’t always relate
to their over-the-top lifestyles.

Phase 4: Reality TV

What truly merged real life and screen life was reality TV shows like The
Bachelor and Keeping Up With The Kardashians. Whether we like to admit it or not, most of
us are drawn to the larger-than-life personalities on reality television. Because these shows
have the basis of portraying “reality,” the stars are perceived as more relatable and authentic
than traditional celebrities to a certain extent. Paired with their overnight fame and heightened
engagement from viewers, reality TV personalities led the way for what was to come with
social media.

Phase 5: Influencer Marketing

As social media platforms like Facebook, Instagram, Twitter, and YouTube arose, everyone
jumped at the chance to share their everyday life online. Of course, famous people — like
celebrities, reality TV stars, and even bloggers — garnered many followers on social media
due to their existing popularity. But a new phenomenon quickly set in as a handful of “regular”
people started accumulating large followings as well, due to their highly engaging content and
close interactions with their followers.

21
Because of their ability to influence the decisions of their audience, these “regular” people
became known as influencers.

Compared to celebrities and even reality TV stars, influencers are more similar to us. Most of
them don’t own giant mansions or fly around on private jets. Instead, they post relatable content
about the good, the bad, and the ugly in their lives. Their consistent authenticity has earned
them the high level of trust and authority given to them by their followers.

As influencers became more prevalent, brands started leveraging their influence by sending
them free products (and sometimes even payment) and asking them to post about it to their
audience. This tactic eventually became the industry we know and love: influencer marketing.

3.3 INFLUENCER MARKETING VIA INSTAGRAM

Instagram, online social media platform and social network service for photograph and video
sharing. The app was launched in 2010 by cofounders Kevin Systrom and Mike Krieger, and
it is now owned by Meta Platforms, Inc., the parent company of Facebook. One of the biggest
social media platforms in the world, Instagram surpassed two billion monthly active users in
2022. The company’s headquarters are in Menlo Park, California

HISTORY
Instagram originated with Stanford graduate Kevin Systrom, who had previously worked
at Google. His initial creation was Burbn, so named because of his interest
in whiskey and bourbon. Inspired by the popularity of Foursquare and other location-based
platforms, Burbn allowed users to post check-ins along with photos, which were not yet a staple
of social posting. Systrom secured venture funding for Burbn and went on to recruit fellow
Stanford graduate Mike Krieger, who had worked on the social media platform Meebo. They
reworked the concept to focus on photographs taken on mobile devices and renamed it
Instagram. Systrom and Krieger embraced minimalism with their prototype, concentrating on
images (with the option to add filters), comments, and “liking” features. The duo also decided
to eschew a Web version for an iOS app that would capitalize on the much improved
photographic capabilities of the iPhone 4. They finalized the app in a few months, posting the
platform’s first photos in July 2010. Instagram was released to the public in Apple’s App Store

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on October 6, 2010, and reached 25,000 users on its first day. Less than three months later it
had one million users, a phenomenal achievement.

As Instagram’s popularity grew rapidly, the company drew the interest of various investors and
potential buyers. In April 2012, 18 months after its launch, Instagram was bought for $1 billion
in cash and stock by Facebook. The acquisition came about a month before Facebook’s initial
public offering.

3.4 MARKETING AND INSTAGRAM

So basically marketing through Instagrammers, is known as influencer marketing which

involves collaborating with individuals on the platform who have a substantial following and
influence over their audience.

Here's a detailed explanation of how marketing is done through Instagrammers:

1. Identifying and Selecting Influencers: Brands conduct thorough research to identify

influencers whose content, values, and audience align with their target market. This may
involve analyzing an influencer's niche, engagement rates, audience demographics, and
content style. Thus they have to do lot of research and segment each influencers into a
category and choose influencers who meet the needs of brand. Brands may choose to work
with micro-influencers (smaller but highly engaged audiences) or macro-influencers (larger
reach but potentially lower engagement) based on their campaign objectives and budget.

2. Establishing Partnerships: Brands reach out to selected influencers to discuss potential

collaborations. The discussion includes what kind of promotion of goods and services
brands need from the influencers, for example, promotion through post, story or reel in
Instagram. Negotiations are initiated for finalizing contract between parties. Negotiations
may involve discussions about compensation, deliverables, content rights, and the overall
campaign strategy. Formalizing the partnership through contracts helps clarify
expectations, deliverables, timelines, and compensation details. This step is essential to
ensure a transparent and mutually beneficial collaboration.

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3. Campaign Planning and Content Creation: Brands provide influencers with a detailed
campaign brief outlining the objectives, key messages, target audience, creative guidelines,
and any specific requirements. This ensures that the influencer's content aligns with the
brand's marketing goals. Successful influencer marketing relies on the authenticity and
creativity of the content. Influencers integrate the brand's products or services seamlessly
into their content while maintaining their unique voice and style. Further if non authentic
content is delivered by the influencers impacts consumer’s ability to trust and engage in the
content and with goods and services causing failure of brands marketing.

4. Content Sharing and Promotion: Influencers share the branded content on their
Instagram accounts at predetermined times, considering factors such as their audience's
peak activity hours. In addition to regular posts, influencers may use Instagram Stories or
Reels to create more dynamic and interactive content. These features offer a sense of
personal connection, driving engagement.

5. Engagement and Interaction: Both the brand and the influencer actively engage with the
audience by responding to comments and questions. This interaction helps build trust and
strengthens the relationship between the influencer, the brand, and their shared audience.
Some campaigns encourage user participation by incorporating branded hashtags,
challenges, or giveaways. This encourages the influencer's followers to engage with the
content and participate in the campaign.

6. Measuring and Analyzing Performance: Brands define specific KPIs ( Key Performance
Indicators ) for the influencer campaign, such as reach, engagement rate, click-through rate,
conversions, or brand [Link] brands and influencers use Instagram analytics tools
to track the performance of the campaign. This data helps assess the effectiveness of the
collaboration and informs future influencer marketing strategies.

24
7. Disclosure and Transparency: Influencers are required to disclose their partnerships with
brands transparently. Using hashtags like #ad, #sponsored, or other clear indications
ensures compliance with regulatory guidelines and maintains transparency with the
audience.

8. Long-Term Relationships: Successful brands often establish long-term relationships with

influencers, fostering an ongoing partnership beyond a single campaign. This approach can
lead to increased authenticity and loyalty among the influencer's audience.

By effectively leveraging the reach, authenticity, and influence of Instagrammers, brands can
tap into niche markets, increase brand awareness, and drive consumer engagement, ultimately
contributing to the achievement of their marketing goals.

3.5 INSTAGRAM INFLUENCER AND THEIR IMPACT

Who is an influencer?

An influencer is someone who has:

• the power to affect the purchasing decisions of others because of his or her authority,
knowledge, position, or relationship with his or her audience.

• a following in a distinct niche, with whom he or she actively engages. The size of the
following depends on the size of his/her topic of the niche.

It is important to note that these individuals are not merely marketing tools, but rather social
relationship assets with which brands can collaborate to achieve their marketing objectives.

An "influencer" is someone with a large social media following and the goal is to convince
brands to pay followers to promote their products by offering them free information, free travel,
or buying a promotional post. Media Some of the most popular networks. Available on
Facebook, Instagram, Snapchat, and YouTube. Influencers have the ability to influence the
buying decisions of others because of their position, power, expertise, or relationships with

25
audiences. It is important to understand that influencers are important social relationship assets
that organizations can work with to meet their marketing objectives rather than simply being a
marketing tool.

Influencers are a contemporary phenomenon, witnessing a significant surge in collaborations

with marketing agencies over the past year. They primarily fall into categories such as
celebrities, industry experts, thought leaders, bloggers or content creators, and micro-
influencers. Presently, the majority of social influencer marketing takes place on platforms like
social media, predominantly with micro-influencers and bloggers. Industry experts and thought
leaders, including journalists, also hold a vital role as influencers for brands. While celebrities
were the original influencers, their significance has diminished, with bloggers and social media
influencers, particularly micro-bloggers, fostering more authentic and active relationships with
their fan base. Brands are increasingly acknowledging and endorsing this trend.

A new wave of agencies has emerged, dedicated to identifying suitable influencers and
deploying influencing tools that enhance their understanding of followers while facilitating the
creation of captivating content. This innovative approach proves particularly effective in
targeting the younger generation. Content agencies categorize influencers into four distinct
groups:

1. Blogger: Individuals who own a blog (website) to share their thoughts and passions.
Bloggers generate authentic and unique content, comprising photos, texts, and comments,
often presented in chronological or alphabetical order through blog posts. These posts are
frequently shared on social media.

2. YouTuber (Vlogger): Engages with audiences through video content on YouTube,

expressing personal feelings and experiences while covering a wide range of topics.

3. Celebrity: Primarily actors, singers, presenters, athletes, or individuals known for

extraordinary actions or shows. These widely recognized figures, found on platforms like
Facebook, Instagram, or YouTube, share their professional accomplishments and personal
"secrets" with a substantial following.
4. Instagrammer: Individuals who attract audiences to Instagram through high-quality photo
content, accumulating a large number of followers. These individuals, distinct from typical

26
celebrities, leverage the still unaffected algorithm of Instagram to garner responses in the
form of hearts, emojis, and comments.

With the rise of these influencer categories, agencies now play a crucial role in finding the right
influencers and utilizing tools for enhanced content creation. This strategy, geared towards
understanding and engaging with followers, represents a contemporary approach to reaching
target audiences, particularly among the younger demographic. Moreover, platforms like
YouTube have transformed into digital journalism environments, enabling users to participate
in content creation for free and giving rise to online celebrities, commonly known as
YouTubers, who amass substantial viewership. Examples include influencers like Ashish
Chanchlani, Mridul Sharma, Arpita Singh, Komla Pandey and etc.

Types of influencer

1. Mega-Influencers: Mega influencers are the people with a vast number of followers on
their social networks. Although there are no fixed rules on the boundaries between the
different types of followers, a common view is that mega-influencers have more than 1
million followers on at least one social platform.

Many mega-influencers are celebrities who have gained their fame offline – movie stars,
sportspeople, musicians, and even reality television stars. Some mega-influencers have

gained their vast followings through their online and social activities, however.
Only major brands should approach mega-influencers for influencer marketing, however.

Their services will be costly, up to $1 million per post, and they will most likely be
extremely fussy about with whom they choose to partner. In virtually every case, mega-
influencers will have agents working on their behalf to make any marketing deals.

2. Macro-Influencers: Macro-influencers are one step down from the mega-influencers, and
maybe more accessible as influencer marketers. You would consider people with followers
in the range between 100,000 and 1 million followers on a social network to be macro-
influencers.

This group tends to consists of two types of people. They are either B-grade celebrities,
who haven't yet made it to the big time. Or they are successful online experts, who have

27
built up more significant followings than the typical micro-influencers. The latter type of
macro-influencer is likely to be more useful for firms engaging in influencer marketing.

Macro-influencers generally have a high profile and can be excellent at raising awareness.
There are more macro-influencers than mega-influencers, so it should be easier for a brand
to find a macro-influencer willing to work with them. They are also more likely to be used
to working with brands than micro-influencers, making communication easier.

However, you do need to be careful with this level of influencer. This is the category most
likely to engage in influencer fraud – some have only reached their position thanks to the
followers they have purchased.

3. Mid-Tier Influencers: In between micro-influencers and macro-influencers are mid-

tier influencers with 50,000 to 500,000 followers. These can be more effective than
micro-influencers because they have an engaged following who have already
established interest in their content. If you’re going to use influencer marketing, mid-
tier influencers are a great choice, but remember that influencers with a higher following
also mean bigger pay. This tier of influencers is great for social takeovers, contests and
giveaways, product reviews, and more.
Mid-tier influencers may not be celebrity status, yet they remain a powerful group of
content creators trusted by their followers. With audiences between 50K and 500K, this
type of influencer offers brands a wide reach and slightly more engagement than macro- or
mega-influencers. Content is polished but not out-of-touch, lending authenticity and
familiarity to each post.

Points to consider: Rather than leveraging fame for a quick rise to the top, mid-tier
influencers likely spent years climbing the ranks from nano-influencer to mid-tier
influencer. They are very experienced in terms of creating content and are more connected
to their audience.

4. Micro-Influencers: Micro-influencers are ordinary everyday people who have become

known for their knowledge about some specialist niche. As such, they have usually gained
a sizable social media following amongst devotees of that niche. Of course, it is not just the

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number of followers that indicates a level of influence; it is the relationship and interaction
that a micro-influencer has with his or her followers.

Although views differ, you could consider micro-influencers as having between 10,000 and
100,000 followers on a single social platform.

A micro-influencer may not be aware of the existence of a company before that company
tries to reach out to him or her. If that is the case, the company will have first to convince
the influencer of its worth. Micro-influencers have built up specialist followings, and they
will not want to harm their relationship with their fans if they are seen to promote a lemon.
This requirement for the relationship between micro-influencers and brands to align with
target audiences means that influencers are often picky about with whom they work. Some
micro-influencers are happy to promote a brand for free. Others will expect some form of
payment. Regardless of the price, any influencer is unlikely to want involvement with an
"inappropriate" brand for their audience.

The nature of influence is changing. Micro-influencers are becoming more common and
more famous. Some have risen from virtual obscurity to being nearly as well-known as
traditional celebrities. This is particularly the case for Generation Z, who spend more time
on the internet than watching television or going to sports or movies.

5. Nano-Influencers: The newest influencer-type to gain recognition is the nano-influencer.

These people only have a small number of followers, but they tend to be experts in an
obscure or highly specialized field. You can think of nano-influencers as being the
proverbial big fish in a small pond.

Nano Influencers have between 1,000 and 10,000 followers. Regardless, these are keen and
interested followers, willing to engage with the nano-influencer and listen to their opinions.

While many brands would consider nano-influencers as being inconsequential, they can be
of extreme importance to firms who make highly specialized and niche products.

For most firms, however, nano-influencers probably lack sufficient influence to be of much
use. They may be cheap and carry tremendous sway with a small number of people, but in
most niches, you would need to work with hundreds of nano-influencers to reach a broad
audience.

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Impact on consumer buying decision

In the digital age, influencer marketing has emerged as a powerful strategy for brands to
connect with their target audience. Influencers, individuals with a significant following on
social media platforms, wield the power to influence consumer behaviour through authentic
and relatable content. This research blog explores the impact of influencer marketing on
consumer behaviour, shedding light on how it shapes purchasing decisions, brand perceptions,
and overall consumer attitudes.

1. Building Trust and Authenticity: Influencers are seen as trustworthy figures by their
followers due to the personal nature of their content. As a result, when an influencer promotes
a product or service, consumers are more likely to perceive it as authentic and reliable. This
trust fosters a positive association between the brand and the consumer, leading to increased
brand loyalty.

2. Enhanced Brand Awareness: Influencer marketing can significantly amplify a brand's

reach and exposure. By collaborating with influencers who have a relevant and engaged
audience, brands can quickly gain visibility among potential consumers who might not have
been reached through traditional advertising channels. Increased brand awareness directly
impacts consumer behaviour by putting the brand on the consumer's radar.

3. Social Proof and FOMO: The phenomenon of social proof plays a crucial role in
influencing consumer buying decision. When consumers observe their favourite influencers
using and endorsing a product, it creates a sense of trust and validation. This social proof can
lead to a Fear of Missing Out (FOMO) effect, driving consumers to make impulsive purchases
to be part of the trend and share similar experiences as their favourite influencers.

4. Targeted Marketing: Influencers often have a niche audience with specific interests and
demographics. Brands can leverage influencer marketing to precisely target their ideal
consumer base. By selecting influencers who align with the brand's values and target market,
marketers can enhance the effectiveness of their campaigns, leading to higher engagement and
conversion rates.

5. User-Generated Content and Engagement: Influencer marketing often involves user-

generated content (UGC), where influencers create authentic content featuring the brand's
products or services. UGC is highly effective in engaging consumers as it feels more relatable
and less like traditional advertising. This engagement fosters a sense of community among

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consumers, encouraging them to share their experiences with the brand and create a positive
feedback loop.

6. Impact on Purchase Decisions: Studies indicate that influencer marketing can sway
purchase decisions. Consumers are more likely to consider a product or service recommended
by an influencer they follow and trust. The emotional connection established through influencer
content can drive consumers to prioritize these products over alternatives, ultimately leading
to an increase in sales.

3.6 CONSUMER BUYING DECISION

Consumer buying decisions are complex processes influenced by various factors.
Understanding these decisions is crucial for businesses aiming to effectively market their
products or services. Here's a detailed explanation of consumer buying decisions:

1. Need Recognition: The buying process begins when a consumer recognizes a need or a
problem. This recognition can be triggered by internal stimuli (such as hunger, thirst, or
discomfort) or external stimuli (like advertisements, recommendations, or societal
influences). Problem recognition is the initial stage of the consumer decision-making
process. At this point, individuals become aware of a need or problem that can be addressed
by acquiring a product or service. This stage is triggered by a gap between the consumer’s
current state (a perceived problem) and their desired state (a solution).
For example, imagine you own an older smartphone that’s sluggish and can’t run the latest
apps. You recognize the need for a new phone to enhance your mobile experience, leading
to problem recognition.

2. Information Search: Once the need is recognized, consumers often embark on an

information search to gather relevant information about potential solutions. This search can
involve internal sources (memory, past experiences) or external sources (family, friends,
reviews, advertisements, internet research). Information search is when consumers actively
seek data and details about solutions to their recognized problem or need. They explore

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various sources, from online reviews to word-of-mouth recommendations, to make
informed decisions.
For example, if you wish to buy a new smartphone, you might start researching online,
reading reviews, and asking friends for recommendations. Also, you might visit stores to
gather information about the latest models, features, and prices.

3. Evaluation of Alternatives: After gathering information, consumers evaluate the available

alternatives based on various criteria such as price, quality, brand reputation, features, and
personal preferences. This evaluation stage may involve comparing different products or
services to determine which one best meets their needs and preferences. In the consumer
decision-making process, the “Evaluation of Alternatives” stage occurs after consumers
have recognized a need and gathered information. During this phase, individuals assess the
available options, weighing factors such as quality, price, brand reputation, and reviews to
determine which product or service aligns best with their needs and preferences.

For example: After researching various smartphone models, you compare them based on
specifications, features, pricing, and customer reviews. This evaluation helps you decide
which smartphone offers the best value for your needs.

4. Purchase Decision: Following the evaluation of alternatives, consumers make their

purchase decision. At this stage, factors like product availability, price, discounts,
promotions, and personal budget constraints come into play. The decision to purchase can
also be influenced by the consumer's emotional state, brand loyalty, or perceived value of
the product. The purchase decision is the phase in the consumer decision-making process
where individuals, having recognized a need and gathered information, finalize their choice
of product or service. At this stage, consumers weigh the options and decide which one to
purchase based on price, brand, and perceived value.
For example, after researching smartphone options, choose a specific model that aligns
with your needs, budget, preferences, and purchase preferences.

5. Post-Purchase Behaviour: After making a purchase, consumers assess whether their

expectations were met or exceeded. If satisfied, they are likely to exhibit positive post-
purchase behaviour, which may include repeat purchases, brand loyalty, and positive word-
of-mouth recommendations. On the other hand, if the product fails to meet expectations,
consumers may experience cognitive dissonance and may be less likely to repurchase or

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recommend the product. Post-purchase behaviour is the final stage of the consumer
decision-making process. It involves the consumer’s actions and feelings after making a
purchase. This stage can encompass satisfaction or dissatisfaction with the product,
feedback sharing, and the potential for repeat purchases or brand loyalty.
For example: After buying a new smartphone, you assess your satisfaction with its
performance, features, and overall experience. Positive post-purchase behaviour may lead
to brand loyalty and recommendations to others.

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CHAPTER IV

DATA ANALYSIS AND

INTERPRETATION

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4.1 DATA ANALYSIS AND INTERPRETATION

The data was collected from 100 respondents through online survey using google forms. The
analysis and interpretation is given below:

QUESTION 1: AGE OF RESPONDENTS

Figure 4.1 Source: Primary data

INTERPRETATION: The above data shows that 86% of the respondents are from age group
21-25, 8% from age group 18-20, 2% from age group 31-35 and 4% from 26-30.

QUESTION 2: GENDER OF THE RESPONDENTS

Figure 4.2 Source: Primary data

INTERPRETATION: The above data shows that 60% of respondents are female and rest
40% are males.

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QUESTION 3: EDUCATION OF RESPONDENTS

Figure 4.3 Source: Primary data

INTERPRETATION: The above data shows that respondents were mostly post graduate
(67%), under graduate (29%) and rest 10th /12th (4%).

QUESTION 4: EMPLOYEMENT STATUS OF RESPONDENTS

Figure 4.4 Source: Primary data

INTERPRETATION: The above data shows most of the respondents are students (80%) and
rest of the respondents were unemployed (11%), employed (7%) and self-employed (2%). Most
of the data collected from participants are students.

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QUESTION 5: HOW FREQUENTLY DO YOU USE INSTAGRAM?

Figure 4.5 Source: Primary data

INTERPRETATION: As per the data presented 88% of the respondents use Instagram
multiple times a day, 6% use once a day, 4% few times a week and 2% rarely.

QUESTION 6: DO YOU FOLLOW ANY INFLUENCER ON INSTAGRAM?

Figure 4.6 Source: Primary data

INTERPRETATION: The above data shows 96% of the respondents follow influencer on
Instagram and rest 6% don’t follow. That means majority of participants interact with
influencer marketing content.

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QUESTION 7: WHAT TYPES OF INFLUENCERS DO YOU FOLLOW?

Figure 4.7 Source: Primary data

INTERPRETATION: Through the data collected we know majority of the participants do

follow influencers based on the contents they show through Instagram, leading to fashion 60%,
beauty 40%, fitness 49%, food 62%, travel 64%, and lifestyle 69%.

QUESTION 8: HOW OFTEN DO YOU ENGAGE WITH INFLUENCER CONTENT

ON INSTAGRAM?

Figure 4.8 Source: Primary data

INTERPRETATION: Based on the responses provided, 41% respondents actively engage

with the content created by Instagram Influencers on a daily basis, while rest of the respondents
26% weekly, 3% monthly, 24% rarely and 6% never respectively. The majority of respondents
indicate that they actively engage with the content created by Instagram Influencers. This
suggests that these individuals interact with influencer posts, such as liking, commenting,
sharing, or saving the content. Active engagement indicates a higher level of interest and

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involvement with influencer content. The respondents who do not actively engage with
influencer content may have various reasons for their lack of engagement. It could be due to
personal preferences, time constraints, or simply not being interested in the content or niche
covered by the influencers. Non-engagement does not necessarily indicate a lack of awareness
about influencer content but rather a different level of interest or interaction.

QUESTION 9: HAVE YOU EVER MADE A PURCHASE INFLUENCED BY AN

INFLUENCER BY AN INSTAGRAM POST, REEL, STORY OR LIVE FROM AN
INFLUENCER?

Figure 4.9 Source: Primary data

INTERPRETATION: This data of the participants clearly states that majority (51%) of them
have purchased by being influenced by Instagram Influencer via their post, reel, story or live.

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QUESTION 10: WHICH FACTORS INFLUENCE YOUR DECISION TO PURCHASE
A PRODUCT RECOMMENDED BY AN INFLUENCER?

Figure 4.10 Source: Primary data

INTERPRETATION: Various factors contribute to influence the purchase decisions of a

consumer relating to influencer marketing on Instagram. The above data shows that majority
of people are influenced by positive review and testimonials of the product (64%), followed by
relevance of product (56%), brand reputation (36%), pricing of the product (34%), trust in the
influencer (32%), and never (2%)

QUESTION 11: HOW OFTEN DO YOU FIND YOURSELF CONSIDERING

PURCHASING A PRODUCT OR SERVICE AGTER SEEING IT PROMOTED BY AN
INFLUENCER ON INSTAGRAM?

Figure 4.11 Source: Primary data

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INTERPRETATION: Consumers after being influenced consider purchasing on various
levels. Most of them consider purchasing occasionally (36%), rarely (34), often (16%), very
often (8%), and never (6%).

QUESTION 12: WHAT FACTORS INFLUENCE YOUR DECISION TO FOLLOW AN

INFLUENCER ON INSTAGRAM?

Figure 4.12 Source: Primary data

INTERPRETTAION: The factors which affect majorly in decision to follow influencer are
following with their respective preference percentage quality of content (77%), relevance of
interest (54%), trustworthiness (39%), recommended by friends/family (15%), engagement
with followers (11%0 and never (2%).

QUESTION 13: DO YOU BELIEVE THAT INFLUENCER MARKETING ON

INSTAGRAM AFFECTS YOUR PURCHASING DECISIONS?

Figure 4.13 Source: Primary data

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INTERPRETATION: The participants are mainly neutral 42% about the influencer on
Instagram marketing affecting their purchase decisions, followed by agreeing with 33%,
Strongly agree 17% and disagreeing with 7%.

QUESTION 14: HAVE YOU EVER PURCHASED A PRODUCT SOLELY BECAUSE

IT WAS RECOMMENDED OR ENDORSED BY AN INFLUENCER ON
INSTAGRAM?

Figure 4.14 Source: Primary data

INTERPRETATION: 43% of the participants purchase product because they are solely
recommended by an influencer they trust and other 57% don’t purchase on that basis.

QUESTION 15: HOW LIKELY ARE YOU TO TRUST PRODUCT

RECOMMENDATIONS FROM INFLUENCERS ON INSTGARAM COMPARED TO
TRADITIONAL ADVERTISEMENTS?

Figure 4.15 Source: Primary data

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INTERPRETATION: From the above data we can assume that almost majority of the
participants remain neutral regarding trusting the product recommendations by an influencer.

QUESTION 16: HAVE YOU EVER FELT DECEIVED OR MISLED BY

INFLUENCER MARKETING ON INSTAGRAM?

Figure 4.16 Source: Primary data

INTERPRETATION: The 51% of the participants feel that influencer marketing is authentic
on instagram and that they don’t feel misled or deceived by them in any mannner but the rest
49% of the the participant think that influencer marketing is not that authentic than it seems on
instagram.

QUESTION 17: HOW DO YOU PERCEIVE THE AUTHENTICITY OF PRODUCT

RECOMMENDATIONS BY INFLUENCERS ON INSTAGRAM?

Figure 4.17 Source: Primary data

INTERPRETATION: The authenticity of the products very crucial in relation with influencer
marketing because without the authenticity it will be labeled as deception and fraud. So with
above data we know that majority of participants feel neutral (48%%) about authenticity

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followed by somewhat authentic (37%5), very authentic (11%), somewhat inauthentic (3%0
and very inauthentic (1%).

QUESTION 18: DO TOU THINK INFLUNECR MARKETING IS TRANSPARENT

ABOUT PAID PROMOTIONS AND SPONSHORSHIPS?

Figure 4.18 Source: Primary data

INTERPRETATION: Paid promotion and sponsorship are important part of on Instagram

influencer marketing because transparency of these elements guarantees the authenticity of
product that the influencers promote. So, in the above data participants with 64% majority think
paid promotion and sponsorship are transparent sometimes, followed by yes always with 23%
and no rarely with 13%.

QUESTION 19: DO YOU THINK INFLUENCER MARKETING ON INSTAGRAM

HAS CHANGED THE WAY YOU SHOP OR PERCEIVE BRANDS?

Figure 4.19 Source: Primary data

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INTERPRETATION: In the era of digitalisation, the 80% of the participants feel that
Instagram influencer marketing changed the way they shop or perceive brands and just 20% of
the participants disagree with it.

QUESTION 20: HOW DO YOU THINK INFLUENCER MARKETING ON

INSTAGRAM IMPACTS THE OVERALL CONSUMER MARKET?

Figure 4.20 Source: Primary data

INTERPRETATION: Overall consumers are neutral that influencer marketing on

Instagram impacts overall consumer market with 52% and 48% think it affect positively
and 2% think it affects negatively.

QUESTION 21: DO YOU PREFER INFLUENCER MARKETING OVER

TRADITIONAL ADVERTISING METHODS (e.g., TV commercials, billboards)?

Figure 4.21 Source: Primary data

INTERPRETATION: The data shows that most of participants prefer different type of
marketing based on the product or service they want to purchase with 73%, participants who
prefer Instagram influencer marketing are 17% and 10% prefer traditional advertising methods.

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4.2 HYPOTHESIS TESTING

1. Relation between influencer engagement and purchase decision.

Regression Statistics
Multiple R 0.49895
R Square 0.248951
Adjusted R
Square 0.241128
Standard Error 1.178617
Observations 100

ANOVA
df SS MS F Significance F
Regression 1 44.20408 44.20408 31.82126 1.70294E-07
Residual 96 133.3571 1.389137
Total 97 177.5612

Standard Lower Upper Lower Upper

Coefficients Error t Stat P-value 95% 95% 95.0% 95.0%
-
Intercept 0.142857 0.396364 0.360419 0.719326 0.643920051 0.929634 -0.64392 0.929634
1 1.357143 0.240584 5.641033 1.7E-07 0.879587213 1.834699 0.879587 1.834699

Independent variable- Influencer engagement

Dependent variable- Purchase decision

From the above analysis we found that F=31.82126 value of significance at the level 1.70294
and t is 0.360419 with significance level 1.7029. So, there is significant relationship between
presence and engagement of Instagram influencer and consumer buying behaviour therefore
we will accept the H1 (Alternate) hypothesis and reject H0 (Null) hypothesis.

Hypothesis [H0]: The presence and engagement with Instagram influencers has no significant
influence on consumer behavior, leading to higher purchase intent and product preference.

Hypothesis [H1]: The presence and engagement with Instagram influencers has significant
influence on consumer behavior, leading to higher purchase intent and product preference.

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2. Relation between influencer engagement and trust in product recommendation.

Regression Statistics
Multiple R 0.480518532
R Square 0.23089806
Adjusted R Square 0.222886582
Standard Error 1.192697757
Observations 100

ANOVA
df SS MS F Significance F
Regression 1 40.99854227 40.99854 28.8209048 5.51433E-07
Residual 96 136.5626822 1.422528
Total 97 177.5612245

Standard Lower Upper Lower Upper

Coefficients Error t Stat P-value 95% 95% 95.0% 95.0%
-
Intercept 0.307580175 0.385860717 0.797127 0.42734413 0.458347294 1.073508 -0.45835 1.073508

1 0.765306122 0.142554648 5.36851 5.5143E-07 0.482337382 1.048275 0.482337 1.048275

Independent variable- Influencer engagement

Dependent variable- Trust in product recommendations

From the above analysis we found that F=28.8209048 value of significance at the level 5.51433
and t is 0.360419 at significance level 5.51433. So, there is significant relationship between
presence and engagement of Instagram influencer and consumer buying decision therefore we
will accept the H1 (Alternate) hypothesis and reject H0 (Null) hypothesis.

Hypothesis [H0]: The presence and engagement with Instagram influencers has no significant
influence on consumer behavior, leading to higher purchase intent and product preference.

Hypothesis [H1]: The presence and engagement with Instagram influencers has significant
influence on consumer behavior, leading to higher purchase intent and product preference.

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CHAPTER V

FINDINGS,
SUGGESTIONS AND
CONCLUSION

48
5.1 CONCLUSION

Consumer purchasing intention is a crucial aspect that most marketers and product designers
look out for to help drive up their sales. The consumer purchasing intention concept has been
significantly important for the marketing activities that have taken place within the different
business environments over a longer period of time. However, given the dynamic market
environment, several changes have made people purchase over social media platforms like
Instagram. The platform is an attractive place for businesses and corporations to market their
products and services due to the massive number of users. As presented in study, most of the
users have been on Instagram for an extended period, and they have a great realization of the
different marketing activities that take place on the platform.

The promotion of the different products on Instagram occurs mainly through influencer
marketing, particularly Instagram influencers. The standard definition of Instagram influencers
should be viewed from a broader perspective as those influencers' classification differs widely
among the different consumers. As shown in the research, some users consider people who
share the same interest as an influencer, while others believe that people with a massive
audience like celebrities can be defined as influencers. Yet, these influencers are the vehicles

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within Instagram that companies use to persuade consumers to purchase their commodities, as
they are the leading players within the same platform.

Instagram influencers of all types have a noteworthy influence on the different online consumer
purchasing intentions on the platform, where several factors determine the scope of their
impact. Trust is considered one of the most significant ones. From the research, it is
perspicuous that trust in Instagram influencers is intertwined with three aspects: the emotional
feelings of the users in regards to the person, the social responsibility of the influencer toward
the society, and the influencer fan base. These elements combined play a vital role in consumer
evaluation of Instagram Influencers' recommendations and their marketing activities about a
product or service on the platform. Most users consider eWOM very effective, as it makes a
difference in their pre-purchasing stage. The research resulted in a clear distinction between
two types of eWOM, one being negative and the other being positive. The spread of positive
eWOM through trustworthy Instagram influencers is notably considerable from consumers'
point of view and impacts their opinions regarding a product or service on Instagram. However,
misusing the concept of eWOM through promoting a product or a service that could directly
or indirectly cause emotional and financial damage can lead to the influencer losing their
trustworthiness, consequently, enhancing consumer purchasing intentions through them

Common questions