UGC Approved Journal no 63975

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 8 Issue 7
July-2021
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

7.95 impact factor calculated by Google scholar

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Published Paper ID:
JETIR2107719


Registration ID:
313230

Page Number

f858-f875

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Title

The Influence of Instagram on Consumer Purchase Intention

Abstract

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.

Key Words

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

Cite This Article

"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

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"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

Publication Details

Published Paper ID: JETIR2107719
Registration ID: 313230
Published In: Volume 8 | Issue 7 | Year July-2021
DOI (Digital Object Identifier):
Page No: f858-f875
Country: -, -, India .
Area: Engineering
ISSN Number: 2349-5162


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