Influencer Credibility On Instagram And Its Impact On Consumer Purchase Behavior: A Sample Study In The Para-Pharmaceutical Sector

Abstract

In contemporary advertising, influencer marketing has emerged as a prominent strategy, notably on Instagram. This study employs the framework of Ohanian's source credibility model (1990) to investigate the credibility of influencers on Instagram and its subsequent influence on consumer purchase behavior. Utilizing a survey-based methodology and employing statistical analysis through SPSS, responses were gathered from a sample of 100 participants.

          The findings reveal a direct and positive relationship between influencer credibility and consumer purchase behavior. These results provide valuable insights for businesses and marketers seeking to optimize their brand's digital presence in the modern era.