• Mr. Tejas Shewale
• Dr. Bhojraj Shewale
• Prof. (Dr.) Bhawna Sharma

The rapid growth of social media platforms has significantly transformed the way brands communicate with consumers, especially among the younger generation. Instagram has emerged as one of the most influential platforms for digital marketing, where influencer marketing plays a major role in shaping consumer perceptions and purchase intentions. Influencers promote products through posts, reels, and stories, creating relatable and engaging content that directly impacts consumer decisions.

Instagram, Influencer Marketing, Purchase Intention, Myntra, Young Consumers, Digital Marketing

"“Influencer Marketing and Youth Purchase Intentions: A Myntra Perspective”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 3, page no.g393-g405, March-2026, Available :http://www.jetir.org/papers/JETIR2603651.pdf

"“Influencer Marketing and Youth Purchase Intentions: A Myntra Perspective”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 3, page no. ppg393-g405, March-2026, Available at : http://www.jetir.org/papers/JETIR2603651.pdf