Impact of Instagram Influencers on Consumer Buying Behavior on Apparels In Pune


Shubhamandotra, Student, Dr.Binodsinha, Professor of Marketing
Bimm, Pune, Maharashtra, India.


This study assesses the impact of Instagram influencers on the buying behavior of consumers, considering the apparel section. The study used the quantitative approach to collect data through questionnaires-based survey. The collected data was analyzed through stepwise regressions. Results indicated that Instagram influencers have significant effects on the buying behavior of the consumers.