MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Consumer Behavior & Market Research

The Influence of Instagram Influencers on Consumer Behavior in Delhi NCR

  1. Roshani Ahirwar

Abstract

The swift expansion of social media networks has significantly reshaped how consumers identify, assess, and interact with brands. In this evolving digital environment, Instagram influencers have become influential trendsetters and trusted voices, playing a crucial role in shaping consumer perceptions and purchase decisions within online marketplaces. This study examines the influence of Instagram-based content creators on consumer purchasing behavior, brand perception, and trust formation within the Delhi NCR region. As visual storytelling and peer- driven recommendations gain prominence, influencers increasingly shape how consumers, particularly younger audiences, interpret product value and brand credibility. The study adopts a mixed-methods design, combining quantitative data collected from a survey of 100 participants with qualitative insights obtained through detailed, in-depth interviews. The analysis focuses on the extent of influencer impact across key product categories, including fashion, beauty, technology, and lifestyle. The findings reveal that consumers aged 18–30 are especially responsive to influencer-generated content, often perceiving it as more relatable and trustworthy than traditional advertising. Attributes such as perceived authenticity, visual appeal, content consistency, and audience engagement significantly determine the effectiveness of influencer communication. Furthermore, the study highlights that long-term influencer–brand associations tend to foster stronger trust and higher purchase intent compared to one-time promotional collaborations. Influencers who maintain transparency, disclose sponsored content, and demonstrate genuine product usage are more likely to drive consumer loyalty. Based on these insights, the paper offers strategic recommendations for brands and digital marketers to design effective influencer marketing campaigns. Emphasis is placed on influencer selection, content alignment, and engagement-driven strategies to enhance consumer conversion, brand trust, and sustained customer relationships in an increasingly competitive digital environment.

Keywords

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