Impact Factor

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Author(s):

Dr W Saranya | Mr B L Santosh
Keywords:

Buying Behaviour, Instagram, Impact,youth.
Abstract:
Instagram Marketing Is Becoming A Most Used And Widest Form Of Advertising And Marketing Platform For All Companies. This Study Examines The Impact Of Instagram Marketing On The Buying Behavior Of Youth, With A Focus On Visual Appeal, Cultural Relevance, Emotional Branding, And Influencer-led Content. A Survey Of Young Consumers Was Conducted To Analyze How Instagram Advertisements And Posts Shape Perceptions And Purchase Decisions. The Results Indicate That Attractive Visuals Significantly Enhance Trust In Brands, While Story-based And Emotional Posts Strongly Influence Purchase Intentions. Cultural Alignment Was Also Found To Be A Critical Factor, With Many Respondents Preferring Localized And Festival-related Content Over Trend-driven Or Generic Campaigns. Furthermore, The Study Shows That Instagram Marketing Has A Stronger Influence In Urban Areas, Where Exposure And Engagement Levels Are Higher. Overall, The Findings Suggest That Instagram Has Become A Powerful Driver Of Trust, Engagement, And Purchase Behavior Among Youth, And Brands Must Prioritize Authenticity, Cultural Relevance, And Visual Storytelling In Their Strategies.