Impact of Digital Advertising by the Influencers on Consumers’ Online Buying Behaviour (Special Reference to Instagram)
Mayank Jhinkwan1, Anshika Upadhyay2, Chetan Bhatt3
1Mayank Jhinkwan, Teaching Associate, School of Journalism & Liberal Arts, Dev Bhoomi Uttarakhand University, Dehradun (Uttarakhand), India.
2Anshika Upadhyay, Assistant Professor, School of Journalism & Liberal Arts, Dev Bhoomi Uttarakhand University, Dehradun (Uttarakhand), India.
3Dr. Chetan Bhatt, Assistant Professor, School of Journalism & Liberal Arts, Dev Bhoomi Uttarakhand University, Dehradun (Uttarakhand), India.
Manuscript received on 18 May 2024 | Revised Manuscript received on 14 June 2024 | Manuscript Accepted on 15 June 2024 | Manuscript published on 30 June 2024 | PP: 20-27 | Volume-3 Issue-4, June 2024 | Retrieval Number: 100.1/ijmcj.D107903040624 | DOI:10.54105/ijmcj.D1079.03040624
Open Access | Editorial and Publishing Policies | Cite | Zenodo | OJS | Indexing and Abstracting
© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This research paper explores the dynamic relationship between influencers in digital advertising and consumers’ online buying behaviour. In the contemporary landscape of e-commerce, social media platforms play a pivotal role in shaping consumer preferences and purchasing decisions. Instagram, as a leading visual-centric platform, has witnessed a surge in influencer marketing, where individuals with a significant online following promote products and services. The study employs a mixed-methods approach, combining quantitative analysis of consumer data and qualitative examination of influencers’ content strategies. Data is collected through surveys and analysis of online engagement metrics to derive comprehensive insights into the impact of influencers on the digital advertising landscape. This study explores the critical analysis of consumer buying behaviour, factors that affect buying behaviour, types of media that influence the audience on Instagram and the undeniable impact of Instagram posts by influencers that can be seen on Instagram users. There is a relationship between brands, influencers and consumers is important for the influencer economy to shape Consumer opinion and online buying behaviour.
Keywords: Influencers, Digital Advertisements, Buying Behaviour, Social Media, Attitude, Psychology
Scope of the Article: Media Studies