The Role of Instagram Influencers in Shaping Consumer Behavior: Exploring Buying Decisions, Brand Loyalty, and Consumer Preferences

Abstract

This research investigates the impact of Instagram influencers on consumer behavior, focusing on how influencers shape buying decisions, brand loyalty, and consumer preferences. The study aims to understand the underlying mechanisms through which influencers affect purchasing decisions and build brand loyalty. A mixed-methods approach is used to gather both qualitative and quantitative data from users who actively follow influencers on Instagram. The results show a significant correlation between influencer recommendations and consumer decisions, with trust, authenticity, and relatability being key drivers in building brand loyalty.