Instagram Influencers and Consumer Behaviour: A Study of Youth in Delhi

Abstract

The traditional buying and selling process has undergone a radical change. Instagram has gained popularity and established itself as a hub for stylish women who only use it to read fashion blogs. Fashion blogs have become one of the most effective platforms for influencers to interact with their audience by giving their insights and advice. The study, titled "Instagram influencers' & consumer behavior: A study of youth in Delhi," aimed to find out how Instagram influencers influence young adults. An attempt was made to comprehend the factors that influence young adults' purchasing behavior. The study contributes to the literature by seeking responses from young adults. The major findings of the study indicate that male respondents spent most time on Instagram—five hours or more. The majority of respondents, both males and females, follow Instagram influencers, with 36% following Instagram influencers to get inspiration, and respondents stated that they are interested in trends, fashion knowledge, information, and entertainment, in addition to the options provided. Clothes were the most commonly purchased lifestyle product by respondents, as they constitute an important human need, followed by accessories, skincare, and cosmetics. The recommendation or suggestion of friends was considered the most essential aspect of the purchasing process.