Analyzing the Prospect of Instagram Celebrities Influencing Young Males in Purchase Decision

Abstract

This study investigates the prospect of Instagram celebrities influencing young males in purchasing decision. The study analyses the source credibility elements, such as trustworthiness, and knowledge of influencers and halo effect element, such as attractiveness that influence the buying decision. 100 male respondents, ages 18 to 28 years, participated in a quantitative study to find out how much Instagram influences their purchasing decisions. The study also analyzes the differences in impact of five different types of influencers on the purchase intention of the respondents The analysis says that all three hypotheses are accepted in the process, which means that Instagram influencer’s trustworthiness, attractiveness, and knowledge level positively affect customer’s purchase intention. A comparative investigation of the impact provided by Instagram influencers reveals a fairly standard style of attraction towards them, with some interesting exceptions, possibly mature ones.