Determining The Growing Influence Of Instagram Micro-Celebrities On Purchase Intentions

Instagram has been one of the most trending social media platforms for consumersto gather information and base their purchasing decisions on. In the last decade, we saw therise of bloggers on Instagram which led to the phenomenon called “Influencer-marketing”.These micro-celebrities turned out to be Opinion leaders, they were important sources ofadvice for their followers (potential customers). In this paper, we majorly focus onunderstanding how the users/followers are influenced by the role of the influencers in ProductEndorsement and Online engagement resulting in purchase intention. The study suggests thatthe positive influence has an effect on the satisfaction as well as helps in building a trustbetween the customers and the brand through the mediator (influencer). The study tries tobridge the gap between Influencer marketing in relevance to opinion leadership and productendorsement’s effect on the user’s intention to buy the product. The required Data (primary)was collected from 206 active Instagram users and was analyzed using the SPSS tool. Thefindings can help managers to understand consumer’s behavioral intentions on Instagram andnote the relevant role in creating an experience by focusing on endorsement and engagementbetween the followers and the influencer.