Consumer’s perception on Instagram infulencers

A Dissertation submitted to Periyar University in partial fulfillment of

requirements for the award of the Degree of

MASTER OF ARTS IN
JOURNALISM AND MASS COMMUNICATION

Submitted by

S Prem

(U22PG516JMC017)

Supervisor
M. Anuradha
Associate Professor

Department of Journalism and Mass Communication

Periyar University, Salem-636011
May 2024
 Certificate

This is to certify that the dissertation Misleading Advertisements For Fairness Creams is a bonafide
research work done by S Prem (Reg no: U22PG516JMC017) in the Department of Journalism and
Mass Communication, Periyar University, Salem Under my supervision in PartialFulfilment of the
requirement for the award of the Degree of the Master Of Arts In Journalism And Mass
Communication. This dissertation or any part thereof has not been submitted elsewhere for any
degree, diploma, fellowship or other similar title

Signature of the Supervisor Signature of the External Examiner

Signature of the Head of the Department

Place: Salem

Date:
 Acknowledgement

I express my sincere gratitude to my Research Supervisor Dr.M. Anuradha. Associate

Professor, Department of Journalism and Mass Communication, Periyar University, Salem for his
valuable guidance and suggestions during the research the research work.

I extend my sincere thanks to Dr.S.Nanda Kumar, Ph.D., Professor & Head, Department of
Journalism and Mass Communication, Periyar University, Salem for having permitted me to carry
out the research work and also for his kind help during my study.

I also humbly extend my deep sense of gratitude to the faculty members Dr.R. Subramani, Ph.D,
Associate Professor, and Dr.Maa.Thamizhpparithi, Assistant Professor, Department of
Journalism and Mass Communication, Periyar University, Salem for their cooperation during the
research work.

I also thank all the respondents who were part of my research study, I also extend my deep sense
of gratitude to my parents for their moral support and encouragement over all these years and
helping me to achieve my dreams.

I extend my deep sense of gratitude to the Ph.D. Research Scholars.

I also thank God for keeping and helping me in maintaining good health throughout the whole of
my course work
 Table of Content

S.NO PARTICULARS PG. NO

1 INTRODUCTION 1

2 REVIEW OF LITERATURE 9

3 METHODOLOGY 17

4 DATA ANALYSIS AND 22

PRESENTATION

5 FINDINGS AND CONCLUSION 47

61
6 REFERENCE
Abstract:

Instagram influencer marketing is a recent innovation in digital advertising. Social media

influencers are those who use images, videos, and other posts on social media platforms to affect
consumers' impressions of a company or product. Social media advertising is done extremely
subtly, almost subconsciously, and has a long-lasting effect on the public. When executed well, it
engages the user, is interactive, and creates a relationship with them rather than just appealing to
their logical side. Influencer marketing is becoming more popular as a result of word-of-mouth
marketing trends. Organisations are recognising the potential of influencers in influencing a
purchasing choice as customers use social media platforms. The purpose of this paper is to provide
a comprehensive overview of influencer marketing prospects and problems, as well as to determine
the relative influence of influencer marketing on consumer purchasing behaviour. According to the
study, peer influence had no impact on consumer behaviour, but attitudes toward influencers and
a perception of behavioural control that permits an increase in domain knowledge did. According
to the findings, credibility of influencers is significantly influenced directly by trustworthiness,
information quality, and entertainment value, as well as significantly influenced indirectly by these
factors and consumers' intention to make purchases. Additionally, a consumer's desire to make a
purchase is directly influenced by the credibility and trustworthiness of an influencer.

Keywords: Digital marketing, social media, influencer marketing, perception, advertising,

domain knowledge, trustworthiness, credibility.
 CHAPTER-1

Introduction to influencer marketing

In the digital era, social media has become an integral part of our daily lives, shaping trends,
opinions, and consumer behaviour. Among the myriad platforms, Instagram stands out as a
powerhouse for influencer marketing. With over one billion monthly active users, Instagram
offers a vast landscape for influencers to connect with audiences and promote brands, products,
and lifestyles .This research aims to delve deep into the phenomenon of Instagram influencers,
exploring their role, impact, and effectiveness in contemporary marketing strategies. By
examining the dynamics of influencer-brand collaborations, content strategies, and audience
engagement, this study seeks to uncover the underlying mechanisms that drive influencer
marketing success .Drawing upon theoretical frameworks from marketing, psychology, and
communication studies, this research endeavors to provide a comprehensive understanding of
the intricate relationships between influencers, brands, and consumers in the Instagram
ecosystem. Through empirical analysis and case studies, it aims to shed light on best practices,
challenges, and opportunities for both influencers and brands navigating this dynamic
landscape .Social media is a dynamic field where platforms and usage practices are subject to
constant changes in an established culture of connectivity with multi-directional information
flow.(Van Dijck, 2013, Van Dijck et al, 2018). Social media is defined as computer mediated
communication, where individuals generate the content of their own, see and interact with the
content of their friends’ or other users online (Carr and Hayes, 2015). The use of social media
platforms has become a relevant element in the media diet of the majority of the population
worldwide. Especially younger adults use mobile platforms much more frequently than all
others. This has been proved to influence consumer trust. Advertising is influenced by the
interaction with the platforms and new instruments emerged (Stewart & Cunningham,
2017;Gottfried & Shearer, 2016).

Influencer influencer and influencer marketing

Social influence describes the phenomenon of changing opinions and actions due to the
interactions with the people around us. Under the umbrella term of ‘social influence’, scholars
understand a wide range of concepts such as socialization, obedience, compliance, and
persuasion (Kelman, 1958; Cialdini, 2001). The complex contemporary media environment
has specific features that are linked to social influence (Flanagin, 2017). Social media

1
influencers are part of this environment. They are online personalities with a large number of
followers, across one or several social media platforms such as YouTube, Instagram, Snapchat
or personal blogs. They have influence over their followers (Freberg et al., 2011; Lou &Yuan,
2018; Versamis, 2018; Nirschl & Steinberg, 2018). Their influence consists in the fact that
their ideas and their behaviors will not only be positively evaluated by their followers, but also
imitated. The products that they present online will be sold. However, a larger number of
followers does not necessarily mean more influence.

Besides the issue of false followers that can be purchased online, more and more marketers
prefer to work with so-called micro influencers, who have thousands of followers instead of
tens of thousands, but a higher engagement (Nirschl & Steinberg, 2018). Influencers can be
seen as online opinion leaders in the sense of the definition of opinion leader within the
framework of the two-step communication flow theory (Katz & Lazarsfeld,1955). Influencers
have a strong relationship with their communities, in this case with their followers. Micro-
influencers especially have a strong interaction with their group. This interaction is quantified
in the number of likes, comments, and direct messages. Similar to the traditional opinion
leaders, influencers seem to know what is new in their fields of interest.They are usually
cosmopolite personalities and, similar to the opinion leaders, their influence takes place
horizontally. Liu (2007) developed the theory of multistep flows of communication related to
online opinion leaders in the context of digital platforms with direct feedback possibilities.
Audiences often perceive influencers as their peers.

A relevant aspect related to social media influencers and audiences is para-social interaction(
PSI), defined as the illusion of a face-to-face relationship with a media performer (Horton &
Wohl, 1956). PSI develops and strengthens with each encounter with media performers. In the
case of social media influencers who usually disclose aspects of their lives on a daily basis,
astrong PSI will be developed in a short time (Coliander & Erlandsson, 2015). Previous
research has emphasized the importance of advertising disclosure for transparency and for a
healthy relationship between social media influencers and their communities. Unfortunately,
advertising disclosure on Instagram is still not compulsory in some countries such as
India.Some researchers stressed that target audiences perceive social media influencers as more
accessible, believable, intimate, credible and influential in the purchase behaviour than
traditional celebrities (Djafarova &Rushworth, 2017). Social media influencers are easy to
relate to, as they share aspects of their everyday life. They create the illusion of a face-to-face
2
relation, generating para-social interactions. Thus, advertising messages can be perceived as
the influencers’ unbiased opinion and have a stronger persuasive power (Abidin, 2015;
2016;DeVeirman, 2017). Social media influencers have been described as “micro”-endorsers,
compared to “bigger” celebrity endorsers (Hall, 2015). Traditional celebrities can become
social media influencers if they are active on platforms, have a significant number of followers,
and become regular content-creators (Lou & Yuan, 2018). Social media influencers are
consumers as well, consumers that communicate information about products on social media.

Influencer marketing is a form of native advertising, a variety of techniques by which

advertising messages are crafted to be integrated into non-advertising content (Wojdynski,
2016). Native advertisements on Instagram both in the form of posts and stories use images
that resemble the activity of real peers. This practice maximizes message effectiveness and
minimizes audience resistance. Usually, social media influencers present products in a friendly
way, as if they were testing the products and making recommendations to peers. It is like the
title of a recent article suggests: Is That My Friend or an Advert? The Effectiveness of
Instagram Native Advertisements Posing as Social Posts (Johnson et al, 2019). The tone-of-
voice is natural and friendly. Influencer marketing is a form of electronic Word of Mouth
Marketing in the sense that product recommendations are posted online (Erkan &Evans, 2016).
Social media influencers perform complex activities, being content creators and,
therefore,advertising creators, opinion leaders and entrepreneurs (Carpenter, Childers, et al,
2018). They “can range from being celebrities to more micro-targeted professional or non-
professional ‘peers’” (IAB, 2018). Within the literature on this topic based on the range of
followers, various influencer types were defined: peer-to-peer level or micro-level
influencers(500-10,000 followers), macro influencers (up to 1 million followers), influencer
celebrities with 1 million-plus followers (Gottbrecht, 2016). There is a link between the number
of followers and the opinion leadership (Hwang, 2015; De Veirman, 2017). Brands continue
to use less or even abandon traditional media ads and move to more effective instruments with
higher authenticity and credibility such as influencer marketing (de-Vries et al, 2012; De
Veirman et al, 2017). This was defined as a marketing strategy having marketers and brands
invest in selected social media influencers that create branded content and disseminate it on
their channels with the goal of increasing brand awareness and/or their purchasing decisions
(Lou & Yoan, 2018). The popularity of this instrument has grown exponentially in the last
years due to its ability to reach a significant number of consumers in a short period of time
because it generates engagement with target audiences and is not asexpensive as traditional
3
advertising campaigns (Phua et al, 2017; Evans et al, 2017). Thisnew marketing tool has some
similarities with other forms of native advertising because its appearance looks like editorial
content. Influencer marketing looks similar to its surrounding media content (Lee et al, 2016;
Matteo &Dal Zotto, 2015).

Besides the growing use of social media, there are other factors such as the increasing trust in
personal recommendations instead of ads when it comes to purchasing products, which speaks
for influencer marketing as a relevant advertising tool. Research has emphasized the link
between platform usage and greater trust in advertising on that particular platform (Stew-art &
Cunningham, 2017). Even if the young generation prefers online media, using old strategies on
new channels is not an option. Millennials (born between 1981 and1995) and generationZ (born
between 1996 and 2012) are familiar with the use of ad blockers in order to avoid ads.
A unique feature of influencer marketing is that it encourages consumers to communicate with
one another about brands on social media. Consumers’ expressions are much more evaluated
than advertising impressions on markets where traditional advertising methods no longer
obtain significant results (Kelley and Fay, 2012; Long, 2016; Carpenter Childers et al., 2018).

The power of Influencer influencers

Social media influencers at all levels rely on their relationships with followers to obtain Brand
endorsements. It’s important to recognize that SMI marketing is not limited to small brands
.That are entering the market; large brands such a Vital Proteins and Bang Energy Performance
Beverages are examples of brands that use SMI marketing. The relationship between
influencers And endorsed brands is important in creating and maintaining the brand image of
both parties.from a brand’s perspective, influencers amplify the image of the brand and increase
consumer Adoption of the brand’s products (De Veirman et al., 2017). Influencers are
successful endorsers Because of their ability to connect with their audiences and allow
consumers to personally identify With them. Some followers imitate the look and experiences
posted by SMIs (Tran and Strutton, 2014). Consumers perceive influencers as ‘real’ and
approachable because they have achieved their ‘status’ through more organic channels than
traditional celebrities (Jin et al., 2019). In addition, the authenticity of an influencer is primarily
based on their sharing of daily experiences that help foster a connection with followers
(Stefanone et al., 2010). The resulting interpersonal intimacy is accompanied by an increased
perception of credibility (Argyris et al., 2020), and trustworthiness (Jin et al., 2019), that have
4
been shown to impact consumer decision making. For instance, young female social media
users are likely to follow the advice of influencers because they are deemed more credible than
celebrities (Djafarova and Rushworth, 2017). Broadly, Influencers who have a strong
following, are viewed positively by their audiences, resulting in beneficial outcomes for brands
they endorse.certain types of beauty work are used to make judgements about a woman. For
instance, increased beauty effort leads to perceptions of immorality because it signals the
degree to which She is willing to misrepresent her true physical appearance (Samper et al.,
2018). If a woman’s beauty is unenduring, it can be perceived as superficial, and not a true
representation of who she is. To extend this research stream, we investigate whether or not a
woman’s enduring beauty, if it is achieved by cosmetic surgery, will also impact perceptions
of morality and in turn, a consumer’s Interest in an endorsed brand. Understanding the
antecedents of immorality are important in the context of social media influencer marketing,
since social perception is critical to foster a connection between the influencer and audience.

DIFFERENT TYPES OF INFLUENCERS :

Depending on the social media platforms where they are creating their content and their level
of popularity, there are several types of social media influencers available. like how some
influencers work on Instagram, others on Twitter, and yet others on YouTube. They are using
these social networking sites for business purposes and influencing many ways. According to
Blakemore et al.(2020), one way to tell who is an influencer on a social media site is if they
have more than 10,000 followers and, in the case of Instagram, a blue checkmark to the left of
their name. There are five different types of social media influencers, depending on the number
of followers they have :
Mega-influencers (followers count: 1 million and above) Due of their large fan bases, they
find it challenging to relate to their viewers personally. In addition, they have much lower
engagement rates than the other influencers. A celebrity’s Instagram engagement rate is only
0.04 percent on average.
Macro-influencers (followers count: 100K to1 million) Their engagement rates are
considerably lower than those of nano- and micro-influencers, and because they have larger
followings, they can have a harder time developing a personal connection with them. on
Instagram, macro-influencer engagement rates hover at 5.3 percent on average.

5
Micro-influencers (followers count: 10K to 100K) As a result of their smaller audiences,these
influencers also frequently have high engagement rates and can relate to them on a more
personal basis. The average engagement rate for micro-influencers on Instagram is7.6%.
Nano-influencers: (followers count: 1K to10K) They frequently communicate with their fans
on a more personal level and have strong engagement rates. In actuality, nano-influencers on
Instagram have an average engagement rate of 10.1%.as a result, the influencers’ ability to
demand payment from businesses depends on how many followers they have. In addition, the
influencers’ follower counts are correlated with how good they are at reaching their target
audience.

DIFFERENCE BETWEEN INFLUENCERS AND CELEBRITIES

Someone who is well-known, especially in the entertainment sector, which includes writing,
music, and movies, is known as a celebrity whereas an influencer is someone who has gained
wide popularity because of their social media presence. People who appreciate and respect
celebrities’ work on other conventional venues also follow them on social media. Because of
their work in their particular expertise and their content, influencers attract a following. the
following for celebrities is usually from various age
groups and includes various geographical locations whereas the following for the influencers
is usually the people related to the particular niche. The following is huge for the celebrities
but the engagement ratio is very less as the people admire them for their talent and not for their
interests. When it comes to influencers, their engagement rate is very high as people follow
them only because of their interest in that particular field.

The power of social media influencers

Social media influencers at all levels rely on their relationships with followers to obtain brand
endorsements. It’s important to recognize that SMI marketing is not limited to small brands
that are entering the market; large brands such a Vital Proteins and Energy performance
beverages are examples of brands that use SMI marketing. The relationship between
influencers and endorsed brands is important in creating and maintaining the brand image of
both parties. from a brand’s perspective, influencers amplify the image of the brand and
increase consumer adoption of the brand’s products (De Veirman et al., 2017). Influencers are
successful endorsers because of their ability to connect with their audiences and allow
consumers to personally identify with them. Some followers imitate the look and experiences
6
posted by SMIs (Tran and Strutton, 2014). Consumers perceive influencers as ‘real’ and
approachable because they have achieved their ‘status’ through more organic channels than
traditional celebrities (Jin et al., 2019). In addition, the authenticity of an influencer is primarily
based on their sharing of daily experiences that help foster a connection with followers
(Stefanone et al., 2010). The resulting interpersonal intimacy is accompanied by an increased
perception of credibility (Argyris et al., 2020), and trustworthiness (Jin et al., 2019), that have
been shown to impact consumer decision making. For instance, young female social media
users are likely to follow the advice of influencers because they are deemed more credible than
celebrities (Djafarova and Rushworth, 2017).

Broadly, influencers who have a strong following, are viewed positively by their audiences,
resulting in beneficial outcomes for brands they endorse. We herein question whether the
appearance of cosmetic surgical enhancements challenges the source credibility of
SMIs.Certain types of beauty work are used to make judgements about a woman. For instance,
increased beauty effort leads to perceptions of immorality because it signals the degree to
which she is willing to misrepresent her true physical appearance (Samper et al., 2018). If a
woman’s beauty is unenduring, it can be perceived as superficial, and not a true representation
of who she is. To extend this research stream, we investigate whether or not a woman’s
enduring beauty, if it is achieved by cosmetic surgery, will also impact perceptions of morality
and in turn, a consumer’s interest in an endorsed brand. Understanding the antecedents of
immorality are important in the context of social media influencer marketing, since social
perception is critical to foster a connection between the influencer and audience.

Need for the Study

The exponential growth of Instagram as a social media platform has revolutionized how
individuals engage with content, brands, and influencers. However, despite its widespread use,
there remains a gap in understanding the nuances of Instagram usage across diverse
demographic groups. This study aims to address this gap by examining the frequency and
extent of Instagram usage among different demographics, investigating the relationship
between Instagram usage and influencer engagement, assessing the credibility of influencers,
and exploring their impact on purchasing decisions. Understanding these dynamics is crucial
for marketers, influencers, and researchers to effectively navigate the evolving landscape of
digital marketing and consumer behaviour
7
Scope of the Study
This research will focus on individuals across various demographic groups, including but not
limited to age, gender, income, and geographic location. It will examine their Instagram usage
habits, such as frequency of use and the number of influencers followed. Additionally, the
study will delve into perceptions regarding the credibility of Instagram influencers and their
influence on purchasing decisions across different product categories. The role of authenticity,
consistency, and engagement in building trust with followers will also be explored.
Furthermore, the extent to which individuals research products recommended by influencers
before making purchases will be investigated, along with assessing feelings of deception or
satisfaction post-purchase.

Problem of the study

In an era dominated by social media and influencer marketing, there is a pressing need to
understand the intricate relationship between Instagram usage, influencer engagement, and
consumer behaviour. Despite the prevalence of Instagram as a marketing platform, there is
limited research examining its impact across diverse demographic groups. This study seeks to
address this gap by investigating various aspects of Instagram usage, including frequency,
influencer engagement, credibility perceptions, purchasing decisions, and post-purchase
sentiments. By doing so, the research aims to provide valuable insights into the evolving
dynamics of digital marketing and consumer behaviour, ultimately informing strategies for
marketers, influencers, and researchers alike.

Objective
The objective of the study is to investigate the frequency and extent of Instagram usage among
different demographic groups, analyse the relationship between Instagram usage frequency and
the number of influencers followed, examine perceptions regarding the credibility of Instagram
influencers, explore their influence on purchasing decisions across various product categories,
investigate the role of authenticity, consistency, and engagement in building trust with
followers, assess the extent of research conducted on products recommended by influencers
before purchases, and evaluate feelings of deception/satisfaction after purchasing products
based on influencer recommendations.

8
 CHAPTER-2
Review of literature
In the ever-evolving landscape of digital marketing, influencer marketing has emerged as a
powerful tool for brands to connect with consumers in authentic and engaging ways.(Brown &
Hayes, 2008)An alternative method of identifying the right influencers, is asking those people
who are making the decisions. If it is a multi-product firm, is should have a different set of
influencer for each product, in each industry sector and each country.Brown & Hayes (2008)
defined the word ‘influence’ as the power to affect a person, thing, or course of events.Delves
into the extensive body of literature surrounding influencer marketing, exploring its origins,
evolution, theoretical underpinnings, and practical applications. By synthesizing insights from
a diverse range of scholarly works, this review aims to provide a comprehensive understanding
of the dynamics, effectiveness, and challenges inherent in leveraging influencers to promote
products and services. From examining the psychological mechanisms driving influencer
influence to evaluating the impact of regulatory guidelines,offers valuable insights for
marketers, researchers, and practitioners navigating the complex realm of influencer
marketing.The aim of this chapter is to give an outlook on the concepts relevant to this study.
The chapter begins with a review of existing literature on Influencer Marketing to introduce
the context of this study. This is followed by an introduction to the following concepts:
Advantages of influencers, influencers credibility, social media influencers and Instagram as
an advertising platform for these concepts.

Influencer marketing
According to Friedrichsen & Mühl-Benninghaus, Brown & Fiorella (2013), Influencers began
as knowledgeable bloggers and social networkers. They established themselves as authorities
in specialized fields and began to build their own communities and fan groups. As a result, they
contacted a vast number of people and got their thoughts through.They did this originally to
share their expertise and enthusiasm with the world, and eventually for monetary and financial
gain. The word influencer can sometimes be mixed with the word advocate, but the two words
do necessarily not have the same meaning. Influencers are typically non customers incentivized
to recommend a brand or a product while advocates are existing customers who voluntary
recommend the brand or the product.
According to Brown and Fiorella (2013), there are two core stages in every influencer
campaign: the Trickle and the Ripple Phases. The Trickle phase is where the message is first

9
spread, and from here the direction of the message determines whether the campaign is
successful or not. The path of a message is not as simple as just giving it to the influencer,
because the noise of social media offers many distractions. To get through this Trickle Phase
the brand needs to work with influencers to identify key information about the audience.
A study by Henderson (2018), defined the word ‘influence’ as the power to affect a person,
thing, or course of events. Influencer marketing identifies the individuals that have influence
over potential buyers, and orients marketing activities around these influencers.
According to Michaelsen (2022),An examination of the literature on how to define influencers
reveals that the criteria used to describe influencers are drawn from many aspects that are
thought to constitute an individual an influencer, which mostly pertain to the source of revenue,
the service offered, and the audience Influencer marketing. Influencer marketing is a marketing
strategy that uses key content creators to drive authentic conversation and engagement around
a brand’s products and message.

According to Hajli , Wang et al (2016), parasocial relationships between users and brands or
influencers can influence purchase intentions and brand loyalty.Information quality also
emerges as a pertinent factor influencing consumer behavior in online shopping environments.
Consumers rely on accurate and comprehensive product information to make informed
purchase decisions
According to Piskorski & Brooks (2017), digital influencers proved their influence on
followers’ purchase intent and started to spark interest of brand managers. Given that it is a
recent practice, the knowledge about planning process of an influencer marketing campaign is
still limited. The evolution of the digital age and the rise of social networking sites brought
changes to the consumer behavior. This transformation has led to an increasing number of
opportunities and challenges.
According to Henderson ( 2018),influencer marketing identifies the individuals who have
influence over potential buyers, and orients marketing activities around these influencers.
Influencer Marketing follows the concept of a ‘trusted advisor’ and is perceived as a
resemblance to the older TV commercials, where celebrities are featured to leverage their
popularity and advertise a brand.

According to Jin et al (2018), visual appeal stands out as a key factor in influencing consumer
behavior in online environments. Studies have demonstrated the significant impact of visually
appealing content on consumer engagement and purchase intentions.
10
According to Liina-Lotta Latvala & Lauren Mocol (2019) influencers are human brands, the
relationships between followers and influencers can be comparative to normal interpersonal
relationships, as they elicit similar expectations, behaviors, emotions, and cognitions followers
select influencers as if they were their friends. Excitement, Sophistication, and Ruggedness
were found to be statistically insignificant. The effect sizes for Ruggedness and Sophistication
were minimal, but excitement did yield a medium effect size. This suggests that followers can
still view an influencer as trustworthy regardless of if they personally identify with them.
Sincerity and Competence were used to strengthen follower-influencer identification.
A study by Delia BALABAN & Maria (2019), Trustworthiness encompasses the reliability and
integrity of influencers, reflecting their ability to fulfill promises and maintain transparency in
their interactions with followers

According to Aaminah Zaman Malik & Sajani Thapa ( 2022), Followers develop relationships
with the human brands that evince many of the exact expectations, cognitions, emotions and
behaviors seen in normal interpersonal relationships. Attachment theory is rooted in a parent-
infant relationship where a child seeks protection and, in response, builds an emotional bond
with people who are responsive to his needs. Individuals inspire to follow an SMI who offers
esthetically pleasing content. Need to self-improve and need to be self-improving is the key to
SMI. Glamor provides an imaginative refuge and its idealism and comfort allow people to
escape the con fi nes of their existence. Many people use social media to feel close and
connected with others. This connection may be based on the similarities that followers find in
the SMIs or the inspiration to be like them. If followers feel a connection with the SMI, they
may use the time spent following the content to escape their reality.
According to Huang & Benyoucef (2013), Price attribute, another critical determinant,
influences consumers’ perceptions of value and affordability. Studies have indicated that
pricing strategies, such as discounts and promotions, can significantly impact impulse purchase
decisions.

Social media and influencer marketing

Social media
According to Corcoran, (2009) , Influencer marketing can be both earned and paid, depending
on how well executed and well coordinated the owned and paid media is It’s called earned
media when a brand gets free media and the customers become the channel, rather than having
11
to pay for it.This passing of information can also be referred to as word-of-mouth marketing,
also called WOM
According to Brain .f tailon (2019) likeability, attractiveness and similarity and the effects of
closeness on attitudes, WOM and purchase intentions. Also found that closeness serves an
important role in attitude toward the in fl uencer. The growth of social media sites are reshaping
consumer relationships with brands in ways that are changing today ’ s consumer – brand
dynamics.

According to Freberg, Graham, McGaughey, & Freberg (2011), The research was conducted
in United States, in the year 2011. This research focused upon what were the main
characteristics of the influencers. The method used was a California Q-sort. This was given to
32 college students to attribute the characters of the influencers. The results showed that the
influencers were perceived to be smart, ambitious, productive, poised and social. The same
characteristics were attributed to that of a CEO

According to Abidin & Ots (2015),The research was conducted in Australia, in the year 2015.
This paper focused on how influencers manage to create content without it seeming to be an
advertisement. The researcher conducted interviews with 120 personal interviews with 25
influencers. The personal interviews also included their family, friends, advertisers, brand and
many more. The results found that there is a responsibility towards the brand that an influencer
is endorsing and must showcase the most authentic behaviour. They should also be very
flexible to the needs of the brands.

A study by Jargalsaikhan & Korotina ( 2016), The research was conducted in Sweden, May
2016. The paper mainly focuses on the work of Instagram influencers on the gymming and
fitness industry. The method was a process of interviews and an experiment. The results
suggested that the attitude of consumer’s can be classified into 3. The positive attitude included
genuinely, interests, reginal, and positive content. The negative content included the content
being too forceful, selfish. The last form of content included maybe this meant them either felt
positive or let down.

The research was conducted in Sweden, May 2017. The paper’s main focus was on how the
audience perceives the fitness sponsored video on YouTube. The method was done by
analysing data from popular videos and the YouTube channel. The results found that the
12
product is usually marketed through discount coupons or giveaways, however, the success rate
of people actually buying it is very rare. If the audience is aware that the brand is shown with
a motive the vlogger is most likely to receive a negative feedback. However, if they show it
subtly and naturally as if it were a part of a conversation, then, the audience is more likely to
perceive it naturally and positively Kauppinen & Pavlova (2017).

The following research was conducted in Belgium, in August 2016. The paper focuses on if
the number of followers determines the popularity of the person and based on this if they agree
to actually choose to believe their opinion from the marketer’s point of view. The results found
that with high number of followers, the idea is triggered that the product may not be exclusive
after all, as many are interested in it. Hence marketers must choose the quality of content
presented by the influencer than the number of followers as this is more important Veirman,
Cauberghe, & Hudders (2016).

A study by Forbes( 2016) The research was conducted in North Carolina, America in 2016.
This research paper studies the brand Maybelline and sees how Maybelline's communication
strategies through social influencers and social media are used to get to the audience. The
results found that the content was relatable, transparency amongst brand and purchaser, and
lastly forms a connection between the shopper and brand that eases the worry of applying items.
The following research was conducted in Texas, America in November 2016. This research
paper looks into how the brand is choosing upcoming social media celebrities as their brand
endorses in the field of fashion. It was found that the collaborations with the brand was inquired
by the influencers themselves. There was a spike on engagement rate when the products were
endorsed close to New York Fashion Week Thornton (2016).

The research was conducted in Virginia, America in May 2017. The paper mainly focused
how the brands are turning towards social media influencers to endorse their products. The
method used was a questionnaire. The results indicated that perception of the product was in
relation to what the influencer says about the product Burke, (2017).
The next research was conducted in Netherlands, in May 2017. This research explores the
impacts of message sidedness and item delineation in limited time posts on Instagram on
customer reactions. The method, was done with 266 college students and was an online study.
The results found that when the influencer uses a message which conveys the features as well
as the reasons to use the product, the followers believed that more than just features of the
13
product. The attention was given more to the product endorsements of the influencers who had
effective reviews, although the endorsement may seem that their aim is to sell Braatz, (2017).
According to Vesna sesar ( 2022) young consumers in Croatia find influencer credibility a
significant factor in affecting their intention to buy products or services. More than half of
respondents (52%) preferred Instagram and 24% preferred Facebook. The main difference
among platforms was that Instagram was used for posting visual content and Facebook for
sharing different types of content. According to Daniella Ryding (2023) The fashion industry
focuses on Instagram for promotional campaigns because it has the highest engagement rate,
with 0.94%, which is higher than Facebook. Instagram advertising annual revenue in 2020
accumulated to around 13.billion dollars worldwide and it is expected to increase in 2021 to
approximately 18 billion dollars.

Advantages of influencer marketing

A study of Harvey-Franklin (2019),Reaching the right segment is one of the major advantages
of using influencer-marketing. Partnering with the right influencer with followers ideal to the
company’s business can help a company reach the right consumers. Making use of influencer
marketing can also help your brand build trust and credibility, as followers trust the influencer
and what they say about your product. According to Meerman, 2020; Barker, (2019) influencer
marketing can help a company reach audiences which they otherwise would not have reached.
Influencers can have several million followers, and if the company have chosen the right
influencer, these millions could all be consumers interested in the company’s product.

Influencer credibility
Influencers began as knowledgeable bloggers and social networkers. They established
themselves as authorities in specialized fields and began to build their own communities and
fan groups. As a result, they contacted a vast number of people and got their thoughts through.
They did this originally to share their expertise and enthusiasm with the world, and eventually
for monetary and financial gain Friedrichsen & Mühl-Benninghaus (2013). According to
Henderson (2018), defined the word ‘influence’ as the power to affect a person, thing, or course
of events. Influencer marketing identifies the in-dividuals that have influence over potential
buyers, and orients marketing activities around these influencers. An examination of the
literature on how to define influencers reveals that the criteria used to describe influencers are
drawn from many aspects that are thought to constitute an individual an influencer, which

14
mostly pertain to the source of revenue, the service offered, and theaudience Michaelsen
(2022).

Instagram as an advertising platform

On The other hand, influencer adverts offer an established community of people following The
influencer, where the influencer creates the content and potentially makes the advert More
authentic. However, the firm should be aware of potential image transfer from the Influencer’s
brand image to its own brand Keller (1993).Further, it might be time-efficient for firms to
publish their own adverts as it gives them Full control of the message and image, and more
flexibility of when to publish it. For Instance, personalised adverts are a capability that allows
firms to develop relevant content Based on search history and website log. Based on consumer
behaviour, an algorithm Can figure out the optimal time for when to display the firm advert
Tran (2017).

A study by Instagram Business (2019)Numbers show that Instagram is currently the most
important channel for influencer Marketing and 79 per cent of all influencer campaigns include
content on Instagram (Influencer Marketing Hub, 2019).Instagram is currently the leading
platform for Social media advertising, and in the following section, we look into the advertising
options On this platform.Recollect that brands mainly have two options when advertising their
products on Instagram. The first option is to pay an influencer to promote their products on the
Influencer’s profile (hereby “influencer advert”). As a second option, firms can pay Instagram
directly to make their own content more visible both in the feed and story of Their target group.
Figures from Instagram Business (2019) show that over two million Advertisers have used
Instagram in this way to advertise. In this type of adverts (hereby “firm adverts”) the firm itself
is the sender of the content. A key difference between influencer adverts and firm adverts on
Instagram is that Influencers mainly post organic content to their followers.

An Instagram post being Organic content means that it only appears in the Instagram feed of
those following the Specific influencer. In contrast, firm adverts bought from Instagram show
the content to aspecific target group, such as women between 18-25 years old in Norway. Thus,
it means That the post appears in the Instagram feed of the specified target group as paid content
Together with the content they have chosen to follow themselves. On the one hand, Instagram
firm adverts are efficient in targeting specific groups based On demographics, geographic
location, interests and behaviour. According to Influencer Marketing Hub (2019), Instagram Is
15
a popular picture-sharing social media platform with over 1 billion active users monthly And
the fastest growing social media in 2019.
The social Network allows users to share their photos on their profile, follow other user
accounts And in their Instagram feed look at the most recent content published by the people
theyare following. Moreover, Instagram stories launched in 2016 inspired by the social media
Network Snapchat. This function allows the users to post photos and videos that theirFollowers
can see for 24 hours Instagram Press (2016). Figures from Instagram Press (2017) show that
the average user under 25 years old spends more than 32 minutes per Day on the app, while
the average user over 25 years uses the app around 24 minutes. Thus, the numbers suggest that
Instagram is an important social platform in the users’ Daily lives. Brands have also entered
Instagram, and internal figures indicate that the application Has over 25 million business
profiles Instagram Business (2019). According to Schomer, (2019),When addressing the social
media influencer, it is imperative to have an understanding Of Instagram, as many companies
tend to look to this platform when considering the Strategic marketing efforts and campaigns
utilising influencers.A study by Instagram Business (2019).Instagram is an attractive Channel
for reaching younger target groups. Instagram makes it easier to interact with Consumers and
with its visual and aesthetic appearance, it focuses on inspiring content. 60 per cent report they
discover new products on Instagram therefore collaborating with The right influencer is
essential for a successful influencer campaign for the brand.

As mentioned earlier in section 2.3, one of the major benefits of influencer marketing is the
Authenticity and established a relationship with the followers. Therefore, in order for an
Influencer advert to appear authentic, it must fit the specific influencer’s profile and image (Jin
and Muqaddam, 2019). For instance, Jin and Muqaddam (2019) find that consumersReact
negatively to posts where the influencer does not appear in the photo with the Product they
endorse if they usually post photos of themselves. These product-only posts Might indicate a
clear financial motive and be considered intrusive by the followers Jin And Muqaddam, (2019).

16
 CHAPTER-3
Methodology
This study endeavors to comprehensively explore consumers’ nuanced perceptions .
disseminated through Instagram influencers, utilizing a robust quantitative methodology.
Acknowledging the profound impact of social media on contemporary consumer behavior
(Smith & Fischer, 2018), the research aims to delve into the intricate dynamics at play within
the cosmetics industry, particularly concerning fairness cream products. Building upon existing
literature concerning influencer marketing and its ramifications on brand attitudes and
consumer decisions (De Veirman et al., 2017), this study intends to address a notable gap in
scholarship by focusing specifically on the fairness cream sector and its advertising strategies
on Instagram. The methodological framework will entail a meticulous approach to sampling,
ensuring representation across diverse demographic categories to capture a comprehensive
spectrum of consumer perspectives (Bryman, 2016). By employing structured surveys or
questionnaires with meticulously crafted Likert-scale items, the study aims to extract nuanced
insights into consumers’ attitudes, perceptions, and behavioral intentions regarding fairness
cream advertisements on Instagram. Statistical techniques, including descriptive and inferential
analyses, will be utilized to discern patterns, correlations, and causal relationships within the
gathered data (Field, 2013). Moreover, stringent adherence to ethical principles, such as
obtaining informed consent and safeguarding participant anonymity, will be paramount
throughout the research process to uphold the integrity and validity of the findings (American
Psychological Association, 2017). It is anticipated that the empirical evidence generated by
this study will not only provide valuable insights into consumer behavior within the Instagram
but also inform policymakers and industry stakeholders on the formulation of regulatory
frameworks and ethical guidelines pertaining to influencer marketing practices on social media
platforms.

Objectives

1.To find out the extent of Instagram usage pattern among different demographic groups of
respondent’s.

2.To investigate the relationship between Instagram usage frequency and the number of
influencers followed by the respondent’s.

17
3.To identify perceptions regarding the credibility of Instagram influencers among the
respondent’s

4.To investigate the extent to which individuals research products recommended by Instagram
influencers before making purchases.

5.To assess the feelings of deception/satisfaction of respondent’s after purchasing products

based on influencer’s recommendations.

Theoretical Background
Social judgment theory, social influence, elaboration likelihood model, and theory of reasoned
action are all different influence theories. Social judgment theory’s key point is that attitude
change is influenced or affected by a judgmental process or effect (Doherty & Kurz, 1996).
The more involved or interested a person is the more or less a person would be influenced. The
elaboration likelihood model seeks to explain how people reflect things differently and how it
will affect attitude and behaviour. Moreover, the elaboration likelihood model suggests that
there are two routes to persuasion: The central route, and the peripheral route (Henningsen, et
al., 2003). The theory of reasoned action proposes that people are influenced by two factors:
Attitude towards the behaviour,and influence of social environment and subjective norms on
behaviour, or simple just attitude and norms (Ajzen & Fishbein, 2000).Lastly, there is social
influence, where people are being influenced by either individuals or groups (Xu & Wu, 2020;
Peng, et al., 2016; Liu, et al., 2019; Ifinedo, 2016). Social influence happens when an individual
changes his or her behaviours, i.e. opinions, emotions and/or attitudes, because he or she is
being influenced by another individual or group, rather it being intentionally or unintentionally
(Xu & Wu, 2020; Peng, et al., 2016; Liu, et al., 2019; Ifinedo, 2016). In a lot of social
encounters, an individual will modify his or her opinions, attitudes, and/or behaviour so it is
similar to the opinion of those with whom they interact.Further, if two individuals are
connected in an influence relationship, then they will influence each other to the point where
the difference in their opinions will be reduced (Flache, et al., 2017).

18
This study builds on the theory of Social Influence. The reason for this is, that a social media
influencer is a person who influences consumers views and/or attitude towards a product of
some sort (Saima & Khan, 2020; Freberg, et al., 2011). Therefore, the theory of social influence
is the most relevant of the theories mentioned for this study.Source Credibility Theory, Media
credibility is a concept in the communicationsciences that has not lost relevancefor the
communication research over the last decades because of constant changes in the media
environment (Metzger et al., 2003, 2010, Lazer, 2018). At the practical level media credibility
has significant consequences for the users (Metzger et al, 2003, P.294) and online media
credibility is related by some authors to the spreading of inaccurate and biased information
available online, of fake or false news or dysfunctional information (Chadwick et al., 2018).

Long before social media emerged, the concept of media credibility was analyzed taking into
consideration its three levels: the credibility of the source, of the message and of the channel
that carries it. Previous research described the credibility of sources using several elements:
trustworthiness and expertise on the one hand (Wilson and Sherrell, 1993) and dynamism,
composure, and sociability on the other hand (Gass and Seiter, 1999, Perloff 1993).
Organizations can serve as sources and corporate credibility is defined as the degree to which
consumers, investors, and others believe in the organization’s trustworthiness and expertise
(Goldsmith et al, 2000). With respect to the Internet, research has been conducted on the
credibility of web sites (Fogg et al, 2001, Shon, et al., 2000, Flanagin et al, 2001). Previous
research on the credibility of web sites (Johnson and Kaye 1998, 2000; Mashek, 1997, Kim et
al., 2001,Kiousis, 2001, Sundar and Nass, 2001) revealed that credibility plays a role in the
search for information, people being More likely to select a source that they judge as credible
(Kerstet-ter & Cho, 2004). Appearance and Graphical design issues, disclosure and security
measures, functionality and connectedness and accuracy And comprehensiveness of content
are only some of the new key elements of social media credibility (Metzger et al., 2003, 2015).
Source credibility refers to the consumers’ perception of the source of Information.

Defining the concept of source credibility on social media can be a challenge because of the
Presence of anonymous and multiple authors; there are no gatekeepers, we are faced with the
Convergence of genres and advertising blending. People tend to believe certain sources if
others do so as Well (Metzger et al, 2010). Social media influencers are considered to be both
sources and media. Previous research on source credibility emphasized the role of the
trustworthiness, attractiveness, and Expertise of the communicator in the particular case of
19
celebrity endorsement ads (Ohanian, 1990, Teng Et al, 2014, Djafarova & Rushworth, 2016).
Within the theoretical framework of the Source Credibility Theory, based on three aspects:
trustworthiness, expertise, and attractiveness, Munnukka et al (2016) Added a new element,
applied exclusively in the case of social media influencers, which is similarity (the Likeness
between influencers and their followers, concerning demographic or ideological factors). In
line With the Advertising Value Model, Lou & Yuan (2018) have developed the Factors in
Social Media Influence. Value Model (SMIV). This model explains the role of source
credibility on consumer behaviour And redefines the trust concept in the influencer context.
According to this, credibility influences the perceived trust, brand awareness and also the
purchase intention. More specific, three of the credibility elements: trustworthiness, similarity,
and attractiveness proved to have positive effects on perceived trust, brand awareness, and
purchase intention. Besides credibility ,advertising content value, in this case, influencer-
generated content, consisting of informative and entertainment values can have positive
effects on perceived trust, brand awareness ,and purchase intentions as well. Argument quality
has been proved to be a significant predictor of perceived information credibility (Metzger et
al, 2003; Xiao et al, 2018).

Methodology
To adapt the methodology for studying brand loyalty and brand switching in the Indian
telecommunications industry, you could follow a similar quantitative survey approach. Start
by designing a survey instrument with 25 questions tailored to capture insights on brand
preferences, usage habits, satisfaction levels, and reasons for switching or staying loyal to a
particular telecom brand. Ensure a diverse sample representing various demographics to gather
comprehensive data.Utilize closed-ended questions and mixed multiple-choice questions to
gather quantitative data efficiently. Conduct the survey online over a specific period to
facilitate broad participation. After data collection, analyze the responses from 127
respondents using descriptive statistics like frequencies and percentages to identify trends and
patterns in perception on Instagram influencers Present the findings concisely using tables and
figures to enhance comprehensibility for researchers and stakeholders. This approach will
provide valuable insights into the attitudes and behaviors surrounding brand loyalty and
switching in the Indian telecommunications market.

20
Data collection
For the quantitative research methodology, the data collection path involves employing a
random sampling method to select 127 respondents from the target population, ensuring each
member has an equal chance of participation (Babbie, 2016; Creswell & Creswell, 2017). A
structured survey or questionnaire, including closed-ended and Likert-scale items along with
demographic questions, is designed to measure perceptions and attitudes towards fairness
cream advertisements on Instagram influencers (Dillman et al., 2014). Prior to full-scale data
collection, a pilot test is conducted to assess the instrument’s clarity and reliability, with
subsequent revisions made based on feedback (DeVellis, 2017). Data collection is carried out
either electronically or through face-to-face interactions, with emphasis on obtaining informed
consent and providing clear instructions for completion (Dillman et al., 2014). Following data
collection, rigorous cleaning and validation procedures are employed to identify and rectify
missing values, outliers, and data entry errors (Bryman, 2016).

21
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

Table 4.1 Age wise classification of the respondents

Option Respondents Percentage

16to 18 26 20.5%

19 to 21 30 23.6%

22 to 24 51 40.2%

25 to 27 20 15.7%

Total 127 100%

The frequency distribution illustrates that the majority of respondents fall within the 22
to 24 age bracket, comprising 40.2% of the sample. This suggests that Instagram’s influence,
particularly through influencers, might be more pronounced among young adults in their early
to mid-20s. Additionally, the frequency distribution reveals that the age group of 16 to 18 also
represents a significant portion with 20.5%, indicating that Instagram holds sway over even
younger demographics, potentially influencing their purchasing decisions and brand
perceptions.

22
 Table 4.2 Gender wise classification of the respondents

Option Respondents Percentage

Male 67 52.8%

Female 60 47.2%

Total 127 100%

The frequency distribution gives insights into the gender distribution of the respondents,
illustrating a slight male majority at 52.8%. This suggests that Instagram and its influencer
culture resonate with both genders, albeit slightly more with males in this particular sample.
However, with almost half of the respondents being female at 47.2%, it’s clear that Instagram’s
reach is broad and appeals to diverse audiences regardless of gender.

23
 Table 4.3 Educational qualification wise classification of the respondents

Option Respondents Percentage

Higher secondary 19 15%

Under Graduate 50 39.4%

Post Graduate 58 45.7%

Total 127 100%

The frequency distribution reveals that post graduates constitute the largest group with 45.7%,
followed closely by undergraduates at 39.4%. This educational distribution suggests that
Instagram’s influence is more prominent among individuals with higher levels of education. It
implies that those with higher education might engage more actively with influencer content,
potentially due to their greater exposure to digital media and advertising.

24
 Table 4.4 Occupation wise classification of the respondents

Option Respondents Percentage

unemployed 40 31.5%

Self employed 50 39.4%

Govt. employee 23 18.1%

Private employee 14 11%

Total 137 100%

The frequency distribution illustrates that a significant portion of respondents are either self-
employed (39.4%) or unemployed (31.5%). This distribution indicates that Instagram holds
sway over individuals from various occupational backgrounds, including entrepreneurs and
those not currently employed. The presence of self-employed individuals suggests that
influencers might play a role in shaping entrepreneurial aspirations or influencing purchasing
decisions related to self-employment ventures.

25
 Table 4.5 Locality wise classification of the respondents

Option Respondents Percentage

Urban 74 58.3%

Semi-Urban 17 13.4%

Rural 36 28.3%

Total 127 100%

The frequency distribution shows that urban residents dominate the sample at 58.3%, followed
by rural residents at 28.3%. This distribution highlights the urban-centric nature of Instagram’s
influence, with a higher concentration of users and likely higher engagement with influencer
content in urban areas. However, the presence of rural respondents also suggests that
Instagram’s reach extends beyond urban centers, albeit to a lesser extent.

26
 Table 4.6 monthly family income

Option Respondents Percentage

20000-35000 27 21.4%

35000-50000 41 32.5%

50000-65000 46 36.5%

1lakh above 12 9.5%

Total 127 127

The frequency distribution reveals that the majority of respondents fall within the income
brackets of 35,000 to 65,000, collectively making up 98.4% of the sample. This income
distribution indicates that Instagram’s influence is prevalent across various income levels,
encompassing both middle and higher-income households. It suggests that the allure of
products or services promoted by influencers transcends income boundaries, impacting
purchasing decisions across different socioeconomic strata.

27
 Table 4.7 frequently using Instagram

Respondents Percentage
Option

Multiple times a day 46 36.2%

Once a day 42 33.1%

A few times a week 32 25.2%

rarely 7 5.5%

Total 127 100%

The frequency distribution illustrates that respondents who use Instagram multiple times a day
represent the largest group at 36.2%, followed closely by those who use it once a day at 33.1%.
This indicates that Instagram is a frequently accessed platform among the surveyed individuals,
suggesting high engagement with influencer content and potentially making them more
susceptible to influencer marketing tactics.

28
 Table 4.8 Instagram influencers do you follows

Option Respondents Percentage

None 32 25.2%

1-5 37 29.1%

6-10 32 25.2%

More than 10 26 20.5%

Total 127 100%

The frequency distribution shows that the majority of respondents follow 1-10 Instagram
influencers, with 29.1% following 1-5 and 25.2% following 6-10. This indicates that while
respondents engage with influencer content, they do so within a manageable range of
influencers, suggesting selectivity in the accounts they choose to follow and potentially
indicating stronger connections with a smaller group of influencers.

29
 Table 4.9 engage with posts from Instagram influencers

Option Respondents Percentage

daily 38 29.9%

weekly 37 29.1%

monthly 37 29.1%

rarely 15 11.8%

Total 127 100%

The frequency distribution reveals that respondents engage with posts from Instagram
influencers daily at 29.9%, followed closely by weekly engagement at 29.1%. This suggests
that influencer content elicits regular interaction from the surveyed individuals, indicating a
consistent presence and impact of influencers in shaping their online experiences and
potentially influencing their purchasing decisions.

30
 Table 4.10 factors influence your decision to follow an Instagram influencer

Option Respondents Percentage

Content quality 31 24.4%

Similar interests 46 36.2%

Recommendations from 34 26.8%

friends and family

promotions 16 12.6%

Total 127 100%

The frequency distribution illustrates that similar interests are the most significant factor,
influencing 36.2% of respondents, followed by content quality at 24.4%. This suggests that
individuals are drawn to influencers who align with their interests and values, indicating that
authenticity and relevance play crucial roles in the decision-making process of following an
influencer.

31
 Table 4.11 recommendations made by Instagram influencers

Option Respondents Percentage

Mostly 61 48%

rarely 66 52%

Total 127 100%

The frequency distribution shows that recommendations from Instagram influencers are
followed mostly by 48% of respondents and rarely by 52%. This indicates a mixed reception
towards influencer recommendations, with a significant portion of respondents relying on them
while others exercise caution or skepticism, potentially influenced by factors like trust in the
influencer and perceived authenticity of recommendations.

32
 Table 4.12 purchased a product or service based on influencer recommendation

Option Respondents Percentage

Yes 73 57.5%

no 54 42.5%

Total 127 100%

The frequency distribution reveals that 57.5% of respondents have purchased a product or
service based on influencer recommendation, while 42.5% have not. This indicates a
considerable impact of influencer marketing on consumer behavior, with a majority of
respondents being influenced to make purchases based on recommendations from Instagram
influencers.

33
 Table 4.13 types of products or service purchased on Instagram influencer
recommendations

Option Respondents Percentage

Fashion and beauty 35 27,6%

Food and beverages 32 25.2%

Technology and gadgets 38 29.9%

Travel and experiences 17 13.4%

no 2 1.6%

Nothing 2 1.6%

none 1 0.8%

Total 127 100%

The frequency distribution reveals that fashion and beauty products are the most commonly
purchased items at 27.6%, followed closely by food and beverages at 25.2%. This suggests that
Instagram influencers wield significant influence in certain sectors, particularly those related
to lifestyle and personal aesthetics, potentially due to their ability to visually showcase products
and experiences.

34
 Table 4.14 believe that no. of followers an Instagram affects the credibility

Option Respondents Percentage

Yes, more followers mean 65 51.2%

more credibility

No, follower count does not 62 48.8%

affect credibility

Total 127 100%

The frequency distribution indicates that 51.2% of respondents believe that more followers
equate to more credibility, while 48.8% disagree. This highlights a split in opinion regarding
the correlation between follower count and credibility, with some respondents attributing
credibility to popularity metrics while others prioritize other factors such as content quality and
authenticity.

35
 Table 4.15 IG influencers compared to traditional celebrities

Option Respondents Percentage

More credible 35 27.6%

Equally credible 60 47.2%

Less credible 32 25.3%

Total 127 100%

The frequency distribution shows that 47.2% of respondents consider Instagram influencers
equally credible to traditional celebrities, while 27.6% perceive them as more credible and
25.3% as less credible. This suggests that Instagram influencers have gained significant
credibility in the eyes of a substantial portion of the surveyed individuals, potentially rivaling
or even surpassing traditional celebrities in terms of influence and trustworthiness.

36
 Table 4.16 IG influencers genuinely use the products they endorse

Option Respondents Percentage

Yes 66 52%

no 61 48%

Total 127 100%

The frequency distribution indicates that 52% of respondents believe that Instagram influencers
genuinely use the products they endorse, while 48% disagree. This highlights a degree of
skepticism among respondents regarding the authenticity of influencer endorsements, with an
almost even split in opinions regarding the genuineness of influencer-product relationships.

37
 Table 4.17 IG influencers have on your purchasing decisions

Option Respondents Percentage

significantly 48 37.6%

Minimal influence 51 40.2%

No influence 28 22%

Total 127 100%

The frequency distribution reveals that 37.6% of respondents are significantly influenced by
Instagram influencers in their purchasing decisions, while 40.2% experience minimal influence
and 22% report no influence. This suggests that while Instagram influencers play a substantial
role in shaping consumer behavior for a significant portion of respondents, others remain
relatively unaffected or exercise greater autonomy in their decision-making processes.

38
 Table 4.18 importance of sponsored content from Instagram influencers

Option Respondents Percentage

Very important 65 51.6%

Not important 61 48.4%

Total 127 100%

The frequency distribution illustrates that 51.6% of respondents consider sponsored content
from Instagram influencers to be very important, while 48.4% do not. This indicates a divided
opinion regarding the significance of sponsored content, with a substantial portion of
respondents recognizing its value in providing valuable recommendations and information,
while others may perceive it as less authentic or trustworthy due to its promotional nature.

39
 Table 4.19 factors contribute to your perception of IG influencer trustworthy

Option Respondents Percentage

Authenticity in content 28 22%

Transparency about 51 40.2%

sponsored content

Consistency in 42 33.15%
recommendations

Engagement with followers 6 4.7%

Total 127 100%

The frequency distribution reveals that transparency about sponsored content is the most
influential factor for 40.2% of respondents, followed by consistency in recommendations at
33.1%. This highlights the importance of transparency and consistency in shaping perceptions
of influencer trustworthiness, suggesting that clear disclosure of sponsored content and a
consistent approach to recommendations are key drivers of trust among followers.

40
 Table 4.20 research a product recommended by IG influencer

Option Respondents Percentage

Very likely 73 57.5%

Not very likely 54 42.5%

Total 127 100%

The frequency distribution indicates that 57.5% of respondents are very likely to research a
product recommended by an IG influencer, while 42.5% are not very likely. This suggests a
strong inclination among a majority of respondents to conduct additional research before
making a purchase based on influencer recommendations, indicating a cautious and discerning
approach to consumer decision-making in the context of influencer marketing.

41
 Table 4.21 verify a product recommended by IG influencer

Option Respondents Percentage

Reading reviews from other 45 35.4%

sources

Checking the influencers 43 33.9%

usage of the product

Researching the product 32 25.2%

independently

Trusting the influencer 7 5.5%

recommendation

Total 127 100%

The frequency distribution illustrates that reading reviews from other sources is the most
commonly employed method at 35.4%, followed closely by checking the influencer's usage of
the product at 33.9%. This indicates that respondents rely on multiple sources of information
to validate influencer recommendations, emphasizing the importance of independent research
and verification in mitigating potential risks associated with influencer marketing.

42
 Table 4.22 Ever unfollowed the IG influencer

Option Respondents Percentage

Yes 74 58.3%

no 53 41.7%

Total 127 100%

The frequency distribution reveals that 58.3% of respondents have unfollowed an IG

influencer, while 41.7% have not. This suggests a dynamic and evolving relationship between
followers and influencers, with a significant portion of respondents exercising their discretion
to unfollow influencers for reasons such as changes in content quality, lack of relevance, or
perceived authenticity issues.

43
 Table 4.23 ever experienced disappointment after purchasing a product recommended
by IG Influencer

Option Respondents Percentage

yes 71 55.9%

no 56 44.1%

Total 127 100%

The frequency distribution indicates that 55.9% of respondents have experienced

disappointment after purchasing a product recommended by an IG influencer, while 44.1%
have not. This highlights the prevalence of post-purchase dissatisfaction among a considerable
portion of consumers influenced by influencer recommendations, underscoring the importance
of managing expectations and conducting thorough research before making purchasing
decisions based on influencer endorsements.

44
 Table 4.24 strict guidelines for sponsored content from influencers

Option Respondents Percentage

yes 87 68.5%

no 40 31.5%

Total 127 100%

The frequency distribution illustrates that 68.5% of respondents support the implementation of
strict guidelines for sponsored content from influencers, while 31.5% do not. This indicates a
widespread consensus among respondents regarding the need for regulatory measures to ensure
transparency and accountability in influencer marketing practices, reflecting concerns about
deceptive advertising and the preservation of consumer trust.

45
 Table 4.25 recommended products or services endorsed by IG influencers to your
friends and family

Option Respondents Percentage

Very likely 77 60.6%

Not likely 50 39.4%

Total 127 100%

The frequency distribution reveals that 60.6% of respondents are very likely to recommend
products or services endorsed by IG influencers to their friends and family, while 39.4% are
not likely. This suggests a high level of confidence among a majority of respondents in the
recommendations made by influencers, indicating their willingness to endorse and promote
products they perceive to be of value based on influencer endorsements.

46
 CHAPTER-5
Findings

In today's digital era, social media platforms like Instagram have become powerful tools for
businesses to connect with consumers through influencer marketing. This report dives deep
into the behaviors and opinions of Instagram users towards influencer content. By exploring
demographics like age, gender, education, occupation, locality, and income, as well as aspects
like trust in influencers, purchasing habits, and content preferences, this report aims to provide
valuable insights for brands and marketers. Understanding how users engage with influencers
can help businesses tailor their marketing strategies to better connect with their target audience
and drive meaningful engagement on Instagram.

The dominance of the 22 to 24 age bracket, comprising 40.2% of respondents, suggests that
Instagram’s influence, particularly through influencers, might be more pronounced among
young adults in their early to mid-20s. This demographic segment is often characterized by
being early adopters of new trends and technologies, indicating a high receptivity to influencer-
driven content. Furthermore, the significant representation of the 16 to 18 age group at 20.5%
underscores Instagram’s appeal to younger demographics, potentially influencing their
purchasing decisions and brand perceptions at a crucial developmental stage. This highlights
the importance of understanding age demographics in tailoring influencer marketing strategies
to effectively target and engage different age groups.

The slight male majority at 52.8% indicates that Instagram and its influencer culture resonate
with both genders, with males slightly more represented in this sample. However, the
substantial female presence at 47.2% underscores Instagram’s broad appeal across diverse
gender demographics, emphasizing its relevance and influence regardless of gender. This
gender parity suggests that influencer marketing strategies should prioritize inclusivity and
diversity, ensuring that content resonates with audiences across the gender spectrum.
Understanding gender demographics enables brands to craft messaging and collaborations that
appeal to a diverse range of gender identities and preferences, enhancing the effectiveness and
reach of influencer campaigns.

47
The dominance of postgraduates at 45.7%, followed closely by undergraduates at 39.4%,
suggests that Instagram’s influence is more pronounced among individuals with higher levels
of education. This demographic trend may be attributed to several factors, including greater
digital literacy, higher disposable income, and a propensity for seeking out diverse content and
experiences online. Additionally, individuals with higher education levels may exhibit greater
engagement with influencer content due to their critical thinking skills and ability to discern
quality information. Understanding the educational background of the target audience allows
brands to tailor content and messaging to align with their interests, values, and consumption
behaviors, thereby maximizing the impact of influencer marketing efforts.

The prevalence of self-employed individuals (39.4%) and the unemployed (31.5%) indicates
Instagram’s influence across various occupational backgrounds, including entrepreneurs and
those not currently employed. This demographic diversity suggests that Instagram’s appeal
extends beyond traditional employment demographics, reaching individuals from diverse
professional backgrounds and socioeconomic statuses. Self-employed individuals may be
particularly receptive to influencer content as they seek inspiration, guidance, and resources to
support their entrepreneurial endeavors. Similarly, unemployed individuals may turn to social
media platforms like Instagram for entertainment, networking, and potential career
opportunities. Understanding the occupational landscape of the target audience enables brands
to tailor influencer partnerships and content to resonate with specific professional interests,
aspirations, and challenges, thereby enhancing relevance and engagement.

The dominance of urban residents at 58.3% highlights the urban-centric nature of Instagram’s
influence, with likely higher engagement with influencer content in urban areas. Urban
environments are often characterized by higher internet penetration, greater access to digital
devices, and a culture of consumerism and trend adoption, making them fertile ground for
influencer marketing initiatives. However, the presence of rural respondents at 28.3% suggests
that Instagram’s reach extends beyond urban centers, albeit to a lesser extent, indicating a
diverse user base across different geographical locations. Understanding locality demographics
allows brands to tailor influencer campaigns to resonate with the unique lifestyle, values, and
preferences of urban and rural audiences, thereby maximizing engagement and relevance.

48
The concentration of respondents within the income brackets of 35,000 to 65,000, collectively
making up 98.4% of the sample, indicates Instagram’s influence across various income levels.
This income distribution suggests that the allure of products or services promoted by
influencers transcends income boundaries, impacting purchasing decisions across different
socioeconomic strata. While higher-income households may have greater purchasing power
and discretionary spending, lower-income households may still be influenced by aspirational
content and perceived value offered by influencer recommendations. Understanding income
demographics enables brands to develop pricing strategies, product offerings, and messaging
that resonate with the financial priorities and preferences of different income segments, thereby
maximizing the accessibility and appeal of influencer-driven content.

The prevalence of respondents using Instagram multiple times a day (36.2%) and once a day
(33.1%) suggests high engagement with influencer content, potentially making them more
susceptible to influencer marketing tactics. This frequent access to Instagram underscores its
significance as a platform for influencer-driven content consumption and brand engagement.
Individuals who use Instagram multiple times a day are likely to be more immersed in the
platform’s ecosystem, actively seeking out and engaging with influencer content to stay
updated on trends, discover new products, and connect with their favorite creators.
Understanding the frequency of Instagram usage enables brands to optimize the timing,
frequency, and format of influencer content to maximize visibility, engagement, and impact
among highly active users.

The majority of respondents following 1-10 Instagram influencers (54.3%) suggests selectivity
in the accounts they choose to follow. This indicates stronger connections with a smaller group
of influencers, potentially leading to deeper engagement and trust with their content and
recommendations. Individuals who follow a limited number of influencers are likely to be more
discerning and intentional in their content consumption habits, carefully curating their feed to
align with their interests, preferences, and values. This selective approach to following
influencers underscores the importance of authenticity, relevance, and quality in influencer
content, as followers prioritize meaningful and impactful connections with creators who
resonate with their lifestyle, aspirations, and identity. Understanding follower preferences and
behavior enables brands to identify and collaborate with influencers who have genuine affinity
and influence within specific niche communities, thereby enhancing the effectiveness and
authenticity of influencer partnerships.
49
The regular engagement with posts from Instagram influencers, with 29.9% engaging daily and
29.1% engaging weekly, indicates a consistent presence and impact of influencers in shaping
followers’ online experiences. This suggests that influencer content elicits regular interaction,
indicating its significance in influencing followers’ perceptions and behaviors. Individuals who
engage with influencer posts on a regular basis are likely to be more invested in the content,
forming strong emotional connections with creators and brands that resonate with their
interests, values, and aspirations. This active engagement fosters a sense of community,
belonging, and loyalty within influencer communities, as followers participate in discussions,
share feedback, and contribute to the ongoing narrative and evolution of content.
Understanding patterns of engagement enables brands to measure the effectiveness and
resonance of influencer campaigns, identify trends and insights, and optimize content strategies
to drive meaningful interactions and conversions among highly engaged audiences.

The emphasis on similar interests (36.2%) and content quality (24.4%) highlights the
importance of authenticity and relevance in the decision-making process of following an
influencer. This suggests that individuals are drawn to influencers who align with their interests
and values, emphasizing the role of personal connection and resonance in follower-influencer
relationships. Factors such as content variety, relatability, and uniqueness also play a
significant role in shaping follower preferences and perceptions, as individuals seek out
creators who offer engaging, informative, and entertaining content that enrich. The mixed
reception towards influencer recommendations, with 48% following them mostly and 52%
rarely, reflects varying levels of trust and skepticism among respondents. This indicates that
factors like trust in the influencer and perceived authenticity of recommendations influence
followers’ receptiveness to influencer endorsements. Followers who predominantly follow
influencer recommendations are likely to perceive influencers as credible authorities in their
respective niches, valuing their expertise and insights. Conversely, those who rarely follow
influencer recommendations may exercise greater caution and discernment, considering
multiple factors such as product relevance, alignment with personal preferences, and perceived
biases in influencer endorsements. Understanding the nuances of follower attitudes towards
influencer recommendations enables brands to tailor content and messaging to address specific
concerns, build trust, and enhance credibility within influencer communities.

50
The significant Impact of influencer marketing on consumer behavior, with 57.5% of
respondents having purchased a product or service based on influencer recommendation,
underscores the effectiveness of influencer endorsements in driving purchasing decisions. This
suggests that influencers wield considerable influence in shaping consumer preferences and
driving sales through authentic and compelling recommendations. Followers who have made
purchases based on influencer recommendations are likely to perceive influencers as trusted
advisors, valuing their product insights and endorsements as valuable resources for informed
decision-making. Conversely, those who have not made purchases may have reservations
regarding product authenticity, relevance, or suitability, highlighting the importance of
addressing consumer concerns and objections in influencer marketing campaigns.
Understanding the drivers and barriers to purchase enables brands to optimize influencer
partnerships, content strategies, and conversion funnels to maximize ROI and drive meaningful
outcomes.

The prevalence of fashion and beauty products as the most commonly purchased items
(27.6%), followed closely by food and beverages (25.2%), underscores the significant
influence of Instagram influencers in certain sectors. This suggests that influencers wield
considerable sway in shaping consumer preferences and driving purchase intent, particularly
in categories related to lifestyle, personal aesthetics, and experiential consumption. Followers
who purchase fashion and beauty products based on influencer recommendations may value
influencers as style guides and trendsetters, seeking inspiration and validation from their
curated content and product endorsements. Similarly, those who purchase food and beverages
may perceive influencers as trusted authorities in culinary experiences, valuing their
recommendations for new flavors, recipes, and dining destinations. Understanding the types of
products and services favored by followers enables brands to identify niche markets, tailor
product offerings, and develop targeted influencer partnerships that resonate with specific
audience interests and preferences.

The split opinion regarding the correlation between follower count and credibility, with 51.2%
believing that more followers equate to more credibility and 48.8% disagreeing, reflects
varying perspectives on influencer authenticity and authority. Followers who equate follower
count with credibility may perceive influencers with larger audiences as more influential,
reputable, and trustworthy, attributing social proof and validation to their popularity metrics.
Conversely, those who disagree may prioritize other factors such as content quality,
51
authenticity, and engagement metrics in assessing influencer credibility, considering follower
count as a superficial and potentially misleading indicator of influence. Understanding follower
perceptions of credibility enables brands to identify key trust signals and credibility drivers,
such as content authenticity, expertise, and relatability, that resonate with target audiences and
foster meaningful connections with influencers.

The perception of Instagram influencers as equally credible to traditional celebrities by 47.2%

of respondents suggests a shifting paradigm in influencer marketing, where influencers rival or
surpass traditional celebrities in terms of influence and trustworthiness. Followers who view
influencers as equally credible may value their authenticity, relatability, and accessibility
compared to traditional celebrities, perceiving influencers as genuine advocates for brands and
products. Conversely, those who perceive influencers as more or less credible may weigh
factors such as expertise, professionalism, and industry experience in evaluating influencer
credibility relative to traditional celebrities. Understanding follower attitudes towards
influencer credibility enables brands to position influencer marketing as a viable alternative or
complement to traditional celebrity endorsements, leveraging the unique advantages and
strengths of influencer collaborations to drive brand awareness, engagement, and loyalty.

The split opinion regarding whether Instagram influencers genuinely use the products they
endorse, with 52% believing they do and 48% disagreeing, reflects varying levels of trust and
skepticism among followers. Followers who believe that influencers genuinely use endorsed
products may perceive influencers as authentic and relatable, valuing their firsthand
experiences and personal recommendations as credible endorsements. Conversely, those who
disagree may question the authenticity and integrity of influencer-product relationships,
considering factors such as sponsored content, brand partnerships, and undisclosed incentives
in evaluating influencer endorsements. Understanding follower perceptions of influencer
authenticity enables brands to foster transparency, credibility, and trust in influencer
partnerships by prioritizing genuine product experiences, honest recommendations, and ethical
disclosure practices that align with follower expectations and preferences.

The varied levels of influence exerted by Instagram influencers on purchasing decisions, with
37.6% significantly influenced, 40.2% minimally influenced, and 22% not influenced, reflect
the nuanced impact of influencer marketing on consumer behavior. Followers who are
significantly influenced by influencers may prioritize influencer recommendations,
52
endorsements, and promotions in their purchasing decisions, considering influencers as trusted
advisors and experts in their respective niches. Conversely, those who are minimally influenced
may weigh multiple factors such as product relevance, value proposition, and brand reputation
in their decision-making process, considering influencer recommendations as one of many
input sources. Understanding the drivers and barriers to influencer influence enables brands to
develop targeted influencer marketing strategies, content campaigns, and engagement tactics
that resonate with specific audience segments, drive purchase intent, and foster long-term brand
loyalty and advocacy.

The opinion regarding the significance of sponsored content, with 51.6% considering it very
important and 48.4% not, reflects varying attitudes towards influencer transparency,
authenticity, and trustworthiness. Followers who consider sponsored content very important
may value influencers’ transparency, honesty, and integrity in disclosing brand partnerships
and paid promotions, viewing sponsored content as valuable recommendations and
endorsements. Conversely, those who do not may question the authenticity and impartiality of
sponsored content, considering factors such as undisclosed incentives, biased endorsements,
and hidden agendas in evaluating influencer credibility. Understanding follower perceptions of
sponsored content enables brands to foster transparency, credibility, and trust in influencer
partnerships by prioritizing ethical disclosure practices, genuine product experiences, and
relevant brand integrations that align with follower expectations and preferences.

The emphasis on transparency about sponsored content as the most influential factor for 40.2%
of respondents, followed by consistency in recommendations at 33.1%, underscores the
importance of authenticity and reliability in shaping perceptions of influencer trustworthiness.
Followers who prioritize transparency value influencers' honesty and integrity in disclosing
brand partnerships and paid promotions, viewing transparency as a key indicator of credibility
and ethical conduct. Similarly, those who emphasize consistency value influencers' reliability
and dependability in delivering consistent, high-quality content and recommendations,
considering consistency as a hallmark of trustworthiness and professionalism. Understanding
the factors influencing follower perceptions of influencer trustworthiness enables brands to
foster transparency, credibility, and trust in influencer partnerships by prioritizing ethical
disclosure practices, consistent content delivery, and genuine engagement that align with
follower expectations and preferences.

53
The strong inclination among 57.5% of respondents to research a product recommended by an
IG influencer suggests a proactive and discerning approach to consumer decision-making in
the context of influencer marketing. Followers who are very likely to research influencer-
recommended products prioritize informed decision-making, seeking out additional
information, reviews, and recommendations to validate influencer endorsements and assess
product suitability and value. Conversely, those who are not very likely may have reservations
regarding product relevance, quality, or authenticity, highlighting the importance of addressing
consumer concerns and objections in influencer marketing campaigns. Understanding follower
attitudes towards product research enables brands to optimize influencer partnerships, content
strategies, and conversion funnels to facilitate informed decision-making, address consumer
concerns, and drive meaningful interactions and conversions among highly engaged audiences.

The prevalence of reading reviews from other sources as the most commonly employed method
at 35.4%, followed closely by checking the influencer's usage of the product at 33.9%,
underscores the importance of independent research and verification in mitigating potential
risks associated with influencer marketing. Followers who rely on external reviews prioritize
unbiased and objective assessments of product performance, seeking validation from credible
sources and peer recommendations to corroborate influencer endorsements. Similarly, those
who check influencer usage prioritize firsthand experiences and genuine product interactions,
considering influencers' usage and testimonials as valuable indicators of product authenticity
and suitability. Understanding follower verification methods enables brands to foster
transparency, credibility, and trust in influencer partnerships by prioritizing genuine product
experiences, honest recommendations, and ethical disclosure practices that align with follower
expectations and preferences.

The prevalence of unfollowing an IG influencer among 58.3% of respondents reflects a

dynamic and evolving relationship between followers and influencers, with followers
exercising their discretion to unfollow influencers for reasons such as changes in content
quality, lack of relevance, or perceived authenticity issues. Followers who unfollow influencers
prioritize content authenticity, relevance, and engagement, seeking meaningful and impactful
connections with creators who resonate with their interests, values, and aspirations.
Conversely, those who have not unfollowed influencers may prioritize content consistency,
value proposition, and brand alignment, considering influencers as trusted sources of
inspiration, information, and entertainment.
54
Understanding the reasons for unfollowing influencers enables brands to optimize influencer
partnerships, content strategies, and engagement tactics to address follower concerns, enhance
relevance, and foster long-term loyalty and advocacy within influencer communities. The
prevalence of experiencing disappointment after purchasing a product recommended by an IG
influencer among 55.9% of respondents underscores the importance of managing expectations
and conducting thorough research before making purchasing decisions based on influencer
endorsements. Followers who have experienced disappointment may have encountered
discrepancies between influencer endorsements and actual product performance, highlighting
the need for transparent and genuine product experiences in influencer marketing campaigns.
Conversely, those who have not experienced disappointment may prioritize product relevance,
quality, and value proposition, considering influencers as trusted sources of reliable and
authentic product recommendations. Understanding the factors contributing to post-purchase
dissatisfaction enables brands to optimize influencer partnerships, content strategies, and
product offerings to mitigate risks, address consumer concerns, and foster positive brand
experiences and sentiment within influencer communities.

The widespread support for the implementation of strict guidelines for sponsored content from
influencers among 68.5% of respondents reflects growing concerns about deceptive advertising
and the preservation of consumer trust in influencer marketing practices. Followers who
support strict guidelines prioritize transparency, honesty, and integrity in influencer-brand
partnerships, considering ethical disclosure practices as essential for maintaining credibility
and trustworthiness within influencer communities. Conversely, those who do not support strict
guidelines may prioritize content authenticity, creativity, and freedom of expression,
considering excessive regulations as potentially stifling creativity and innovation in influencer
marketing campaigns. Understanding follower expectations and preferences regarding
sponsored content enables brands to navigate regulatory requirements, industry standards, and
consumer sentiments to develop ethical, transparent, and authentic influencer partnerships and
content strategies that resonate with follower values and preferences.

The high likelihood among 60.6% of respondents to recommend products or services endorsed
by IG influencers to their friends and family suggests a high level of confidence and trust in
influencer recommendations. Followers who are very likely to recommend influencer-endorsed
products prioritize authenticity, relevance, and value proposition, considering influencer
recommendations as valuable resources for informed decision-making and shared experiences.
55
Conversely, those who are not likely may have reservations regarding product suitability,
quality, or authenticity, highlighting the importance of addressing consumer concerns and
objections in influencer marketing campaigns. Understanding follower attitudes towards
recommending influencer-endorsed products enables brands to leverage the power of word-of-
mouth marketing, social proof, and brand advocacy to amplify brand awareness, engagement,
and loyalty within influencer communities and beyond.

Conclusion

In the ever-evolving landscape of digital marketing, Instagram has emerged as a powerhouse

platform, offering unparalleled opportunities for brands to connect with consumers through
influencer marketing. By examining the objectives and findings of the study, we can uncover
nuanced insights into Instagram usage patterns, influencer perceptions, and consumer
behaviours across diverse demographic groups. This comprehensive analysis paves the way for
a deeper understanding of the intricacies of influencer marketing and its impact on brand-
consumer relationships.The study provides valuable insights into the demographic composition
of Instagram users, shedding light on key trends in age, gender, education, occupation, locality,
and income. The dominance of young adults in the 22 to 24 age bracket underscores the
platform’s resonance among this demographic, while the significant representation of the 16 to
18 age group highlights its appeal to younger audiences. Additionally, the study reveals a
balanced gender distribution, emphasizing Instagram’s relevance across diverse gender
demographics. These demographic nuances are instrumental in informing targeted marketing
strategies and content creation approaches tailored to the preferences and behaviors of specific
audience segments.

A deeper dive into Instagram usage frequency and influencer engagement reveals compelling
insights into user behaviours and preferences. The study indicates a strong correlation between
frequent platform usage and active engagement with influencer content, underscoring
Instagram’s role as a primary destination for influencer-driven interactions. Furthermore, the
selective approach to following influencers suggests that users prioritize authenticity and
relevance in their content consumption habits, gravitating towards creators who resonate with
their interests and values. Brands can leverage these insights to foster genuine connections with
followers and optimize influencer partnerships for maximum impact and resonance.
56
Perceptions of influencer credibility emerge as a critical consideration in the study findings,
with followers exhibiting varying levels of trust and skepticism. While some view influencers
as credible authorities within their niches, others exercise caution and discernment, considering
factors such as transparency, authenticity, and consistency in their assessments. This
underscores the importance of fostering transparency and authenticity in influencer
partnerships to enhance credibility and build trust among followers. By prioritizing genuine
connections and ethical practices, brands can cultivate long-term relationships with influencers
and followers based on mutual respect and transparency.

The study unveils the significant impact of influencer marketing on consumer behavior, with a
majority of respondents having made purchases based on influencer recommendations.
Followers value influencers as trusted advisors, seeking out their insights and endorsements
for informed decision-making. However, the prevalence of post-purchase disappointment
underscores the need for transparent and genuine product experiences to mitigate risks and
foster positive brand experiences among followers. Brands can leverage these insights to
optimize influencer partnerships, ensuring alignment with brand values and objectives, and
delivering authentic content that resonates with consumers on a personal level.

Drawing upon the study findings, several recommendations can be made to enhance the
effectiveness and relevance of influencer marketing strategies on Instagram:
- Prioritize authenticity and transparency in influencer partnerships to foster credibility and
trust among followers.
- Tailor content and messaging to resonate with the unique preferences and behaviors of
different demographic groups.
- Foster genuine connections between influencers and followers by emphasizing quality,
relevance, and consistency in content creation.
- Conduct thorough research and due diligence before engaging with influencers to ensure
alignment with brand values and objectives.
- Continuously monitor and adapt strategies based on evolving consumer trends, preferences,
and feedback to maximize effectiveness and relevance. Instagram influencer marketing
represents a dynamic and impactful channel for brands to engage with consumers, drive brand
awareness, and influence purchasing decisions. By understanding the nuances of Instagram
usage patterns, influencer perceptions, and consumer behaviors, brands can develop strategic
and authentic influencer partnerships that resonate with audiences on a deeper level, ultimately
57
fostering brand loyalty and advocacy in the digital era. The study underscores the proactive
approach of followers in researching products recommended by influencers, highlighting the
importance of informed decision-making in the purchasing process. Followers prioritize
independent research and verification methods, such as reading reviews from other sources and
checking influencers’ usage of the product, to validate influencer endorsements and assess
product suitability and authenticity. Brands can leverage these insights to facilitate product
discovery and research by providing additional information, reviews, and testimonials to
support influencer recommendations, thereby enhancing consumer confidence and trust in the
brand.

The prevalence of unfollowing influencers among respondents reflects the dynamic and
evolving nature of follower-influencer relationships. Followers exercise their discretion to
unfollow influencers for reasons such as changes in content quality, lack of relevance, or
perceived authenticity issues. Brands can gain valuable insights from these reasons to optimize
influencer partnerships, ensuring alignment with follower preferences and expectations. By
prioritizing content authenticity, relevance, and engagement, brands can foster long-term
loyalty and advocacy within influencer communities, ultimately driving sustained brand
engagement and growth.

The widespread experience of disappointment after purchasing a product recommended by an

influencer underscores the importance of managing expectations and delivering genuine
product experiences. Followers may encounter discrepancies between influencer endorsements
and actual product performance, leading to dissatisfaction and diminished trust in both the
influencer and the brand. Brands can mitigate post-purchase disappointment by ensuring
transparency, authenticity, and alignment between influencer recommendations and product
attributes. By prioritizing product quality, value proposition, and customer satisfaction, brands
can enhance consumer trust and loyalty, ultimately fostering positive brand experiences and
sentiment within influencer communities.

The study findings reveal widespread support for the implementation of strict guidelines for
sponsored content from influencers, reflecting growing concerns about deceptive advertising
and the preservation of consumer trust. Followers prioritize transparency, honesty, and
integrity in influencer-brand partnerships, considering ethical disclosure practices as essential
for maintaining credibility and trustworthiness within influencer communities. Brands can
58
align with follower expectations by advocating for transparent and ethical influencer marketing
practices, ensuring compliance with regulatory requirements and industry standards. By
fostering transparency and accountability, brands can enhance consumer trust and confidence
in influencer endorsements, ultimately driving sustained brand loyalty and advocacy.

The high likelihood of followers to recommend products or services endorsed by influencers

to their friends and family underscores the power of word-of-mouth marketing and brand
advocacy. Followers who are very likely to recommend influencer-endorsed products prioritize
authenticity, relevance, and value proposition, considering influencer recommendations as
valuable resources for shared experiences and recommendations. Brands can capitalize on this
inherent trust and credibility by fostering genuine connections with influencers and delivering
exceptional product experiences that inspire consumer advocacy and loyalty. By empowering
followers to become brand advocates, brands can amplify brand awareness, engagement, and
loyalty within influencer communities and beyond.

The study underscores the significance of authentic relationships between influencers and
followers in driving engagement and trust. Followers prioritize genuine connections with
influencers who resonate with their interests, values, and aspirations, emphasizing the
importance of authenticity and relatability in content creation. Brands can foster authentic
relationships by facilitating genuine interactions and collaborations between influencers and
followers, thereby creating meaningful and impactful experiences that resonate with audiences
on a personal level. By prioritizing authenticity and transparency, brands can cultivate long-
term loyalty and advocacy within influencer communities, ultimately driving sustained brand
engagement and growth.

The balanced representation of diverse demographic groups among Instagram users highlights
the importance of embracing diversity and inclusivity in influencer marketing strategies.
Brands can leverage the platform’s broad appeal across different age, gender, education,
occupation, locality, and income demographics to reach a wider audience and drive meaningful
engagement. By partnering with influencers who reflect the diversity of their target audience,
brands can ensure that their marketing efforts resonate with diverse perspectives and
experiences, fostering inclusivity and representation in influencer communities. Embracing
diversity and inclusivity not only strengthens brand credibility and relevance but also fosters a
sense of belonging and community among followers, driving sustained brand loyalty and
59
advocacy.The study findings underscore the importance of leveraging data-driven insights to
inform strategic decision-making in influencer marketing. By analyzing user behaviors,
preferences, and perceptions, brands can gain valuable insights into audience dynamics and
market trends, enabling them to optimize their influencer marketing strategies for maximum
impact and relevance. By harnessing advanced analytics and audience segmentation
techniques, brands can identify key influencers, content themes, and engagement strategies that
resonate with their target audience, driving sustained brand engagement and growth. Data-
driven insights also empower brands to measure the effectiveness and ROI of influencer
campaigns, enabling them to refine their approaches and allocate resources more effectively in
the future.

The study emphasizes the importance of cultivating long-term partnerships with influencers to
foster authenticity, trust, and loyalty among followers. By establishing meaningful and
collaborative relationships with influencers, brands can create consistent and cohesive brand
narratives that resonate with audiences on a deeper level. Long-term partnerships enable brands
to leverage influencers as trusted advocates and ambassadors, driving sustained engagement
and advocacy within influencer communities. By investing in influencer relationships and
nurturing mutual respect and trust, brands can create enduring brand experiences that inspire
consumer loyalty and advocacy, ultimately driving sustained brand growth and success.

As the digital landscape continues to evolve, brands must remain agile and innovative in their
approach to influencer marketing. By embracing emerging technologies, platforms, and trends,
brands can stay ahead of the curve and connect with consumers in new and impactful ways.
From immersive storytelling and interactive experiences to shoppable content and augmented
reality, brands can leverage innovative techniques to captivate audiences and drive
engagement. By continuously innovating and evolving their influencer marketing strategies,
brands can maintain relevance and resonance in an ever-changing digital landscape, driving
sustained brand growth and success in the years to come.

Over all the study provide valuable insights into the complex dynamics of influencer marketing
on Instagram, highlighting the importance of authenticity, transparency, and relevance in
driving meaningful connections with followers. By embracing diversity, leveraging data-
driven insights, cultivating long-term partnerships, and innovating in the digital landscape,
brands can optimize their influencer marketing strategies to drive sustained engagement,
60
loyalty, and advocacy. As brands continue to navigate the evolving landscape of influencer
marketing, it is essential to prioritize consumer trust, authenticity, and value creation to foster
meaningful and impactful brand experiences that resonate with audiences on a personal and
emotional.

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Study on Instagram Engagement and Consumer Attitudes” (Publisher: Springer).

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on Social Media” (Publisher: University of Virginia Press).

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Authenticity in Influencer Marketing” (Publisher: Stanford University Press).

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Appendix
Questionnaire
1. Age: a.16-18 b.19-21 c.22-24 d.25-27
2. Gender: a. Male b. Female c. Others
3. Education: a.higher secondary b. Undergraduate c . Postgraduate d. Other
(please specify)
4. Occupation: a. Unemployed b. Self- employed c. Govt employee d. Private
employee.
5. Monthly Family Income: a.20, 000 -35,000 b.36, 000-51,000 c. 52,000-67,000 d.1Lakh
above
6. Locality: a. Rural b. Urban c. Semi urban
7. How frequently do you use Instagram?
a) Multiple times a day b) Once a day c) A few times a week d) Rarely
8. How many Instagram influencers do you follow?
a) None b) 1-5 c) 6-10 d) More than 10
9. How often do you engage with posts from Instagram influencers (like, comment, share)?
a) Daily b) Weekly c) Monthly d) Rarely
10. What factors influence your decision to follow an Instagram influencer? a) Content quality
b) Similar interests c) Recommendations from friends/family d) Promotions/deals
11. Do you trust recommendations made by Instagram influencers? a) Mostly b) Rarely
12. Have you ever purchased a product or service based solely on an Instagram influencer's
recommendation? a) Yes b) No
13. What types of products or services have you purchased based on Instagram influencer
recommendations? a) Fashion and beauty b) Food and beverages c) Technology and gadgets
d)
Travel and experiences e) others (please mention) ______________ .
14. Do you believe that the number of followers an Instagram influencer affects their
credibility?
a) Yes, more followers mean more credibility b) No, follower count doesn't affect credibility
15. How would you rate the credibility of Instagram influencers compared to traditional
celebrities? a) More credible b) Equally credible c) Less credible16. Do you believe that
Instagram influencers genuinely use the products they endorse?
a) Yes b) No

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17. How much influence do Instagram influencers have on your purchasing decisions?
a) Significant influence b) Minimal influence c) No influence

18. How important is transparency regarding sponsored content from Instagram influencers?
a) Very important b) Not important

19. What factors contribute to your perception of an Instagram influencer as trustworthy?

a) Authenticity in content b) Transparency about sponsored content
b) Consistency in recommendations d) Engagement with followers

20. How likely are you to research a product recommended by an Instagram influencer before
making a purchase? a) Very likely b) Not very likely

21. How do you verify the authenticity of a product recommended by an Instagram influencer?
a) Reading reviews from other sources b) Checking the influencer's usage of the product
c) Researching the product independently d) Trusting the influencer's recommendation

22. Have you ever unfollow the Instagram influencer because of credibility issue? a) yes b)no

23.Have you ever experienced disappointment after purchasing a product based on an

Instagram influencer's recommendation? a) Yes b) No

24. Do you think Instagram should implement stricter guidelines for sponsored content from
influencers? a) Yes b) No

25. How likely are you to recommend products or services endorsed by Instagram influencers
to your friends or family? a) Very likely b) Not likely

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