Transition from Traditional Celebrities to Social Media Influencer: An Empirical Study of Role of Instagram Influencers on Consumer Purchase Intention

Abstract

The shift from traditional celebrities to social media influencers, especially Instagram influencers, has had a big effect on people's plans to buy. Instagram influencers interact directly with their followers, which builds trust and a feeling of authenticity. This is different from traditional celebrities who usually promote products through mainstream media. Together, this personal connection and material that is relatable makes them more trustworthy, which makes their suggestions more convincing. So, people are more likely to believe and act on these endorsements because they see them as real events instead of just ads. Because Instagram is interactive, influencers can also talk to their fans, which builds trust even more. As a result, brands are working with Instagram influencers more and more to leverage their power, knowing that these partnerships can successfully change consumer behavior and increase sales. This change shows how social media sites are becoming more important in changing how people think and what they buy in the digital age. Study survey was conducted among 213 customers to know the factors that show different Role of Instagram Influencers on Consumer Purchase Intention and found that Trust and Credibility, Personalized Recommendations, Long-Term Relationships and Influence on Brand Perception are the factors that show different Role of Instagram Influencers on Consumer Purchase Intention.