The Impact of Instagram Influencers on Purchase Intention of Female Users

Abstract

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Instagram is a popular social media platform for both influencers and users. The aim of this research is to understand the purchase intention of female Instagram users and its impact on their buying behavior. Methodology for this study is quantitative and a survey of 200 participants was conducted by using Google Forms. Out of which, only 178 responses were valid. The results showed that more than 80% of the respondents spend more than half an hour on Instagram and a significant number of participants admitted that their buying decisions are impacted by the Instagram influencers. The results revealed that female Instagram influencers give advertisers significant clues in the decision-making process when businesses engage customers through influencer marketing on Instagram. It furnishes marketers with additional data on step-by-step ideas to coordinate influencers and possible purchasers with the business owners and advertisers. This study signifies the role of Instagram in promoting brand marketing with the intention of influencers that impacts to boost the brand purchase.