The Impact of Influencer Marketing on Consumer Purchase Decisions: A Quantitative Study of Instagram Users in India

The rise of social media has transformed the digital marketing landscape. Instagram, with its visually immersive design and expansive user base, has emerged as a prominent platform for influencer marketing. This study investigates how influencer marketing affects consumer purchase decisions, focusing specifically on Instagram users and the roles of trust, authenticity, and perceived expertise. A structured online questionnaire was administered to 20 active Instagram users aged 18–40. Data were analyzed using descriptive statistics, correlation, and regression techniques.

Publication Details

Journal
Zenodo (CERN European Organization for Nuclear Research)
Published
2025-06-12
DOI
https://doi.org/10.5281/zenodo.15645138
Primary Topic
Digital Marketing and Social Media
Type
article
Field-Weighted Citation Impact
0.00
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article

The Impact of Influencer Marketing on Consumer Purchase Decisions: A Quantitative Study of Instagram Users in India

Zenodo (CERN European Organization for Nuclear Research)
Digital Marketing and Social Media
article

The Impact of Influencer Marketing on Consumer Purchase Decisions: A Quantitative Study of Instagram Users in India

article en

Abstract

The rise of social media has transformed the digital marketing landscape. Instagram, with its visually immersive design and expansive user base, has emerged as a prominent platform for influencer marketing. This study investigates how influencer marketing affects consumer purchase decisions, focusing specifically on Instagram users and the roles of trust, authenticity, and perceived expertise. A structured online questionnaire was administered to 20 active Instagram users aged 18–40. Data were analyzed using descriptive statistics, correlation, and regression techniques.

Zenodo (CERN European Organization for Nuclear Research)
Openalex Percentile: Top 44%
Digital Marketing and Social Media
DOIOpen Access PDFOpenAlex
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The Impact of Influencer Marketing on Consumer Purchase Decisions: A Quantitative Study of Instagram Users in India · Zenodo (CERN European Organization for Nuclear Research) (2025) | TGRS Research Map | TGRS