Author: Gayathri, A
Publication Year: 2025
Keywords: Instagram Influencers
Abstract: Social media has renovated the way that brands interrelate with customers in the digital age and has emerged as a key component of contemporary marketing strategy. Because Instagram is so popular and visual-focused, it stands out among the many other social media platforms as a particularly significant medium. Instagram influencers are a new class of marketers that have emerged as a result of this platform. These people use their sizable followings to advertise goods, services, and causes. These influencers are essential to modern marketing campaigns because they have a noteworthy impression on the attitudes and behaviors of consumers. But as the field of influencer marketing gets increasingly crowded, two important differentiators have come to light: legitimacy and sustainability. This research intents to discover the possessions of these two factors on consumer purchase intentions, offering insights into how they can be leveraged for more effective influencer marketing.
This research delivers a inclusive analysis of how sustainability and credibility among Instagram influencers affect consumer buying intentions. The results will offer treasure divisions for marketers and influencers, guiding them on how to leverage these factors to enhance their marketing efforts. Additionally, this study will subsidise to the wider speculative discourse on social media marketing, sustainability, and consumer behavior. offering new perspectives and potential avenues for future research. As the influencer marketing industry develops further, it is critical to comprehend the implications of sustainability and legitimacy. This study aims to shed light on these critical factors. providing actionable recommendations for marketers and influencers striving to engage with conscientious consumers and promote ethical consumption.
Keywords: Social Media, Social Media influencers, Social Media marketing Advertising and Purchase Intention.
University: SRM Institute of Science and Technology
Shodh Ganga Link: View Thesis
Category: Social Media
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