Abstract
The effects of Instagram on the consumption intent of Filipino millennials aged 27 to 42 who live in Manila are being quantitatively studied; they have been active online users. Through online surveys in 2020 and 2021, research focuses on how people use and like it and their role in online influence. The Likert-scale survey instrument was employed to conduct the reliability analysis, which confirmed the consistency of parameters such as customer trust and choices made by Instagram influencers. Regression analysis derives the most important predictors by identifying the respective significant predictors represented by the social influence of peers, trust, and security, which positively contribute to purchase intent, while endorsement by Instagram influencers has a negative impact on purchase intent. The research addresses millennial shopping habits on Instagram, offering marketers invaluable information in the dynamic realm of social media.
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