THE STUDY OF INFLUENCE OF INSTAGRAM ON CONSUMER PURCHASE INTENTION

Abstract

The purpose of this research is to investigate the extent to which Instagram usage influences consumer purchase intention. This study aims to find various factors that influences Consumer purchase intention (i.e. Celebrity endorsements, Effect of peers, Consumer Trust, Ease of Buying, E-word of mouth etc.). From these factors, Celebrity endorsements, Effect of peers, Consumer Trust, Security and Privacy, and E-word of mouth are found to be significant. This quantitative online survey research using questionnaires delves into the impact of Instagram on consumer purchase intention among a sample of 75 Indian consumers aged 18 to 35, who self-identify as social media users. Data analyzed through Correlation, Regression, Reliability index and Anova using SPSS.

KEYWORDS: Instagram, Social Media, E-WOM, Celebrity endorsements, Effect of peers, Consumer Trust, Ease of Buying, Consumer Purchase Intention