A STUDY ON INSTAGRAM INFLUENCERS’ BRAND PROMOTION AND ITS IMPACT ON USERS’ PURCHASE INTENTION

Abstract

Era of escalating technologies emancipate individual to articulate genuine views and experiences via digital media. It is the most happening entertainment platform ensuring articulate peer negotiation of views and experiences.  Social media not only serves as a communication tool but serves as a platform connecting proficient business and its consumers’.  Social media eminently provokes interest among users’ eligibly kindling their purchase attitude on viewed content. Instagram is a feasible social network platform that allows users to not only connect with their interests but to start a business account free of cost to make promotions for their brands. Instagram exhibits abrupt evidence on brand promotions made from either business accounts or private profiles followed by users. The study is descriptive in nature. A cross sectional study is undertaken with a sample size of 203 Instagram users selected through snowball sampling method. The questionnaire was sent through Google forms to the sample which consisted of 14 questions to identify the impact of Instagram influencers’ promotional videos on users purchase intentions. Several statistical tests such as Factor analysis, t-test, Regression and Cluster analysis were performed to answer the research questions. This study is an attempt to identify the impact created by Instagrammers’ brand promotions on viewers’ purchase intentions. Findings of the study indicate that among various other factors, time spent in Instagram induces purchase intention within users’.

Keywords: Social media, digital, innovation, Brand Promotion, Instagram, Purchase Intention, online advertisements.