Influence of Instagram Influencers on Consumer Purchase Intentions A Study on the Effects of Sustainability and Credibility Among Instagram Influencers on Purchase Intentions

Abstract

Social media has renovated the way that brands interrelate with customers in the newlinedigital age and has emerged as a key component of contemporary marketing strategy. newlineBecause Instagram is so popular and visual-focused, it stands out among the many other newlinesocial media platforms as a particularly significant medium. Instagram influencers are a new newlineclass of marketers that have emerged as a result of this platform. These people use their newlinesizable followings to advertise goods, services, and causes. These influencers are essential newlineto modern marketing campaigns because they have a noteworthy impression on the attitudes newlineand behaviors of consumers. But as the field of influencer marketing gets increasingly newlinecrowded, two important differentiators have come to light: legitimacy and sustainability. newlineThis research intents to discover the possessions of these two factors on consumer purchase newlineintentions, offering insights into how they can be leveraged for more effective influencer newlinemarketing. newlineThis research delivers a inclusive analysis of how sustainability and credibility newlineamong Instagram influencers affect consumer buying intentions. The results will offer newlinetreasure divisions for marketers and influencers, guiding them on how to leverage these newlinefactors to enhance their marketing efforts. Additionally, this study will subsidise to the wider newlinespeculative discourse on social media marketing, sustainability, and consumer behavior, newlineoffering new perspectives and potential avenues for future research. As the influencer newlinemarketing industry develops further, it is critical to comprehend the implications of newlinesustainability and legitimacy. This study aims to shed light on these critical factors, newlineproviding actionable recommendations for marketers and influencers striving to engage with newlineconscientious consumers and promote ethical consumption newline