Impact Of Instagram Influencers on Consumer Purchase Behaviour and Brand Perception

Dr. S. Jeyalakshmi, Pooja V, Samyuktha Nagaraj, Sivagurunadhan G, Sundhara Meenakshi S, Swetha P, Vishal R and Nivethithaa V R

 Associate Professor, Department of Corporate Secretaryship, PSG College of Arts & Science, Coimbatore14.

Email ID: niviramkumar7@gmail.com

Student of III B. Com (CS), Department of Corporate Secretaryship, PSG College of Arts & Science, Coimbatore-14

Abstract - This study examines the impact of Instagram influencers on consumer purchase behaviour and brand perception among Generation Z consumers. Using a descriptive research design, primary data was collected from 100 respondents through structured questionnaires. The findings reveal that influencer credibility, authenticity, and engagement significantly influence consumer trust and purchase decisions. Instagram influencers also play a vital role in enhancing brand awareness and shaping consumer attitudes towards products. The study concludes that influencer marketing is an effective strategy for businesses to influence buying behaviour and build strong brand perception, although transparency and genuine content remain essential for maintaining consumer trust

Key Words: Instagram Influencers, Consumer Behaviour, Brand Perception, Influencer Marketing, Consumer Trust, Purchase Decision.