IMPACT OF INSTAGRAM AND INSTAGRAM INFLUENCERS IN PURCHASE CONSIDERATION IN INDIA
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 11, Pages 68-86
AbstractThe advancement in technology has brought in lot of changes even in the world of shopping. Internet has started playing an important role in facilitating the consumers find the items which they are looking for online. With the emergence of social media platforms and Instagram in particular which has turned into a major shopping platform amongst the youth. With more and more viewers turning to Instagram influencers, their associated trust and their intention to purchase after being fascinated by them and Nowadays, companies are trying their best to establish and retain strong presence on social media platforms and Instagram being the go-to platform in order to keep the consumers aware of the latest trends. The concept of Influencer marketing is pretty new and still picking its pace in the marketing process and it being related to the human intentions for purchase. The current study is aimed at exploring the various marketing techniques by the Instagram influencers, thus having an impact on the consumer decision making process in the world of online selling of products. The study also analyzes the significant impact of employing various users such as celebrities, bloggers etc. and its effective reach. The present study analyzes the responses from 200 female respondents from India and their key influences in the purchase decision process.
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