• Neil Kenneth Pais
• Nirmal G

The rapid evolution of technology has fueled the growth of new social media applications in cyberspace. Rapid advancements in social media have emerged as viable alternatives to conventional mass media in the distribution of news and information. With 1.36 billion internet users, India is the world's second-largest internet market (TRAI, 2020). A market of this scale has undoubtedly attracted social media advertisers and administrators looking to increase their profit potential. As a result, the aim of this study is to identify the various factors that influence a consumer's purchase intent on Instagram. The findings show that Instagram has an important, positive impact on peer social influence, security, consumer trust, and electronic word of mouth. These factors played a significant role in deciding the rate of purchase of Instagram users.

Social Media (Instagram) Use and Purchase Intention, Social Influence of peers to use Instagram, Endorsement by Instagram Influencers, Security, Perceived Integrity, Consumer Trust

"The Influence of Instagram on Consumer Purchase Intention", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 7, page no.f858-f875, July-2021, Available :http://www.jetir.org/papers/JETIR2107719.pdf

"The Influence of Instagram on Consumer Purchase Intention", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 7, page no. ppf858-f875, July-2021, Available at : http://www.jetir.org/papers/JETIR2107719.pdf