V2I10P58

The Impact of Instagram Influencer Marketing on Consumer Behaviour and Brand Engagement

Sania Pathan^1*, Sneha W. G.², Dr. Sekappa N Makkalageri³

Abstract

Instagram influencer advertising has transformed brand-shopper interactions, becoming one of the strongest online marketing approaches. Unlike standard promotion, which relies on direct marketing, influencer advertising combines genuine storytelling and word-of-mouth endorsements, evoking a stronger emotional bond with consumers. This research examines the effects of influencer credibility, content type, and engagement tactic on consumer conduct and brand interaction. With a secondary research methodology, the current study examines peer-reviewed journals, industry reports, and case studies to assess the efficacy of influencer marketing. The findings bring to light that authenticity as well as openness are essential in establishing consumer trust. Influencers, who are seen as relatable, expert, and authentic, have a greater influence on purchase decisions and brand image. In addition, dynamic and interactive content formats like Instagram Reels and Stories create much more engagement compared to static posts, further emphasizing the significance of visual and dynamic content in online marketing. Furthermore, the research highlights how electronic word-of-mouth (e-WOM) contributes to consumer decisions. Social proof through likes, shares, and comments supports brand credibility and shapes purchase behaviour. Although influencer marketing is incredibly efficient in short-term engagement and conversion, its contribution to brand loyalty in the long term is questionable. Over-commercialization, over-sponsorship, and authenticity loss can create distrust among consumers, making influencer campaigns less effective. To achieve optimal success, brands have to tactfully choose influencers who share their audience’s values, prioritize real engagement, and refine content strategies based on changing consumer tastes. The research offers essential insights for firms seeking to make their influencer marketing more refined, ensuring both authenticity, engagement, and a long-term connection between the brand and consumers.

Keywords:

Influencer Marketing, Consumer Behavior, Brand Engagement, Social Media, Digital Advertising