Impact of Digital Advertising by the Influencers on Consumers’ Online Buying Behaviour (Special Reference to Instagram)
Mayank Jhinkwan,
Anshika Upadhyay,
Dr. Chetan Bhatt
Abstract:This research paper explores the dynamic relationship between influencers in digital advertising and consumers' online buying behaviour. In the contemporary landscape of e-commerce, social media platforms play a pivotal role in shaping consumer preferences and purchasing decisions. Instagram, as a leading visual-centric platform, has witnessed a surge in influencer marketing, where individuals with a significant online following promote products and services. The study employs a mixedmethods approach, combinin… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.