Authors:
P.S. Venkateswaran, Latha Thammareddi

Addresses:
1Department of Management, PSNA College of Engineering and Technology, Dindigul, Tamil Nadu. India. 2Department of Management Information System, DXC Technology, Dallas, Texas, United States of America. venkatespsna07@psnacet.edu.in1, lathathammareddi@ieee.org2, 

Abstract:

The focus of the study is to find out the effectiveness of Instagram influencers in influencing consumer purchasing behavior. Instagram has evolved as a key platform for influencer marketing in the present digital marketing environment. It offers a one-of-a-kind channel through which brands may connect with the audience they are trying to reach. The research makes use of a mixed-methods methodology, which combines qualitative insights gained from in-depth interviews with both consumers and influencers with quantitative analysis of data collected from data collected from consumers. This study investigates the function of Instagram as a dynamic marketing platform, taking into consideration the ever-changing nature of the connections between influencers and marketers. This research makes a contribution to the existing body of knowledge by providing marketers with practical insights that might help them optimise their influencer marketing strategy on Instagram. The importance of understanding the impact of Instagram influencers in the context of modern marketing cannot be overstated, and the purpose of this study is to provide insightful information that can be useful to both academics and professionals working in the sector. 

Keywords: Instagram Influencers; Influencer Marketing; Consumer Behavior; Social Media Marketing; Product Purchases; Digital Marketing Strategy; Influencing Consumer Purchasing.

Received on: 12/12/2022, Revised on: 15/02/2023, Accepted on: 27/04/2023, Published on: 04/12/2023

FMDB Transactions on Sustainable Social Sciences Letters , 2023 Vol. 1 No. 2, Pages: 85–95

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