A STUDY ON THE ANTECEDENCE OF PURCHASE INTENTION DUE TO INFLUENCER MARKETING ON INSTAGRAM WITH RESPECT TO GENERATION Z AND MILLENNIALS OF THE IDUKKI DISTRICT.

Registration ID: IJNRD_183813

Published ID: IJNRDTH00004

DOI: http://doi.one/10.1729/Journal.32039

Ans Maria Francis , Dr. Rupa R

Buyer power Purchase intention Influencer marketing Customer satisfaction Consumer intentions Consumer attitude Social media Influencer Marketing Instagram influencers

The paper tries to portray the antecedence of purchase intention among Generation Z and Millennials through Influencer marketing on Instagram. The focuses on the influential capacity of the source characteristics of influencer marketers on the purchase intention of millennials and generation Z. The study evaluates the effect of each source characteristics on the image satisfaction and advertising trust. The results show that source characteristics of influencer have significant effect on the image satisfaction and advertising trust of consumers and hence effect their purchase intention.

Published Paper   E-Certificate

Ans Maria Francis & Dr. Rupa R (November-2022). A STUDY ON THE ANTECEDENCE OF PURCHASE INTENTION DUE TO INFLUENCER MARKETING ON INSTAGRAM WITH RESPECT TO GENERATION Z AND MILLENNIALS OF THE IDUKKI DISTRICT.. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 7(11), 260-304. http://doi.one/10.1729/Journal.32039

Volume 7 Issue 11, November-2022

Pages : 260-304

Paper Reg. ID: IJNRD_183813

Published Paper Id: IJNRDTH00004

Downloads: 000122014

Research Area: Engineering

Country: Thoppipala, Kerala, India

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Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRDTH00004

Crossref DOI: http://doi.one/10.1729/Journal.32039

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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