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Published June 30, 2024 | Version CC-BY-NC-ND 4.0
Journal article Open

Impact of Digital Advertising by the Influencers on Consumers' Online Buying Behaviour (Special Reference to Instagram)

Creators

  • 1. Teaching Associate, School of Journalism & LiberalArts, Dev Bhoomi Uttarakhand University, Dehradun (Uttarakhand), India.

Contributors

Contact person:

  • 1. Teaching Associate, School of Journalism & LiberalArts, Dev Bhoomi Uttarakhand University, Dehradun (Uttarakhand), India.
  • 2. Assistant Professor, School of Journalism & Liberal Arts, Dev Bhoomi Uttarakhand University, Dehradun (Uttarakhand), India.

Description

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.

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Additional details

Identifiers

DOI
10.54105/ijmcj.D1079.03040624
EISSN
2583-0651

Dates

Accepted
2024-06-15
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.

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