Influencer Marketing on Instagram: Effects of Promotional Posts on Purchasing Behavior of Consumers

Abstract

Celebrities around the world have huge followers who trust their words and experiences. Marketing with the involvement of celebrities act as aristocracy in increase consumers behavior of buying product. Given study was intent to found the effects of promotional posts with influencer marketing through Instagram on purchasing behavior of cosumers. Experiemental research design was use to experiment the phenomenon for patterns of behavior, livingness and rate of buying increase with influencer marketing on Instagram. Instagram users were selected as sample of the study and 203 participants were selected as sample using convenient sampling technique. Self-Constructed questionnaire was used to collect responses of the participants after checking reliability and validity of the questionnaire through piloting. Participants demographic characteristic were measured for getting standard deviation, mean, frequency and percentages. Product Moment Correlation analysis of association between two variables was followed to found relationship between influencer marketing on Instagram and purchasing behavior of consumers. Univariate analysis of variance within group for the effects of promotional marketing with influencer on Instagram was carried out. Results of the study revealed that there was significant positive correlation between consumers purchasing behavior and influencer marketing on Instagram. There was also found significant differences in mean and variance between two groups on the effects of influencer marketing through Instagram professional posts.