Impact of Instagram Influencers on Luxury Purchasing Decisions among Millennial Working Women

Hfsa Aziz; Ayesha Mirza

doi:10.32350/mcr.52.07

Hfsa Aziz Department of Media and communication studies, COMSATS University Islamabad, Pakistan https://orcid.org/0009-0007-2982-5347
Ayesha Mirza Department of Media and communication studies, COMSATS University Islamabad, Pakistan https://orcid.org/0000-0003-0156-2809

DOI: https://doi.org/10.32350/mcr.52.07

Keywords: advertising, brands, influencers, influencer marketing, Instagram, online consumer culture

Abstract

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This study examines the impact of Instagram influencers on millennial working women's luxury purchasing behavior. To understand how Instagram influencer-based content impacts the purchasing behavior of millennial working women, six participants were interviewed as part of a qualitative study. The goal of the study was to understand better how participants engaged with this type of content. The results showed that their perceptions of Instagram influencers ranged from extreme skepticism to a certain level of selective trust that was dependent on perceived expertise and authenticity. Influencer marketing relies heavily on consumer trust and transparency. The value that influencers provide is essentially dependent on these principles. The participants independently verified claims and advertisements. This shows a key aspect of effective influencer marketing. Influencers shape preferences and views by affecting deeply held personal values, perceived product quality, and how well the product aligns with one's identity

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