Determining The Growing Influence Of Instagram Micro-Celebrities On Purchase Intentions

Authors

  • Dr N Anitha , Dr Mahalakshmi S, Dr. Prabha Kiran

Abstract

Instagram has been one of the most trending social media platforms for consumers
to gather information and base their purchasing decisions on. In the last decade, we saw the
rise of bloggers on Instagram which led to the phenomenon called “Influencer-marketing”.
These micro-celebrities turned out to be Opinion leaders, they were important sources of
advice for their followers (potential customers). In this paper, we majorly focus on
understanding how the users/followers are influenced by the role of the influencers in Product
Endorsement and Online engagement resulting in purchase intention. The study suggests that
the positive influence has an effect on the satisfaction as well as helps in building a trust
between the customers and the brand through the mediator (influencer). The study tries to
bridge the gap between Influencer marketing in relevance to opinion leadership and product
endorsement’s effect on the user’s intention to buy the product. The required Data (primary)
was collected from 206 active Instagram users and was analyzed using the SPSS tool. The
findings can help managers to understand consumer’s behavioral intentions on Instagram and
note the relevant role in creating an experience by focusing on endorsement and engagement
between the followers and the influencer.

Published

2020-12-01

Issue

Section

Articles