In the realm of digital advertising, the recruitment and use of social media influencers is relatively a novel approach. Social media influencers change how buyers feel about a company or product by sharing photographs, videos and other content on their networks. The investigation’s goal is to look into the relationship between the credibility and resemblance of Instagram influencers and their followers’ intent to purchase on the social media platform. With the help of Google Forms, we can collect 384 usable responses, which we have calculated via the sample size Cochran’s formula. A method of sampling referred to as purposive sampling was utilised in the research study. The sample population for this study consists of residents of Delhi and the adjacent National Capital Region (NCR) in Haryana. This is done to ensure that the results are representative of the situation in India as a whole. The nation’s capital is Delhi. In addition to Delhi, this coverage includes the cities of Gurugram, Faridabad, Sonipat and Jhajjar, which are located on the outskirts of Delhi. Jamovi 2.2.5 version is used to analyse the data. To have a better grasp of the variations, the features of the respondents’ demographic makeup, which includes gender, age and number of followers, are examined. The source credibility theory is used in the study. The Pearson Correlation analysis is used to indicate that all predictor variables possess a favourable association with the consumer’s intent to buy and regression analysis is used for calculating the prediction and strength of influence. Both credibility and similarity with influencers are shown to favourably affect consumers’ propensity to purchase Instagram, however, the beta coefficient indicated that credibility with influencers had a greater impact. The findings of the study provide marketing practitioners with a clear insight into the parts of credibility of social media influencers may have an impact on a company’s target market and their propensity to purchase the product that is being marketed to them. The results recommend that influencer marketing may be an effective branding strategy, that should be considered when developing a marketing strategy. But, to further investigate this outcome, we recommend conducting additional research investigating the subject matter of ‘influencer marketing’.