THE IMPACT OF INFLUENCER MARKETING CONSUMER BEHAVIOUR OF MILLENNIALS THROUGH INSTAGRAM
Abstract
The purpose of the study is to look into how influencer marketing affects millennials’ Instagram purchasing decisions. It emphasizes: evaluating how influencer marketing has affected millennials’ brand awareness, perceptions of its quality, associations with other brands, and brand loyalty. Identifying crucial aspects of Instagram influencer marketing, such as influencer legitimacy, attractiveness, resemblance to customers, and genuineness, that affect millennials’ intents to make purchases. Recognizing how Instagram influencer marketing differs from other marketing tactics and how it influences millennials’ purchasing decisions.
Authors
Priya Soni(1), Rahul Tiwary(2), Priyanshu Saurabh(3),(1)(2)(3) Department of MBA, Noida Institute of Engineering and Technology, Greater Noida, Uttar Pradesh, India