Influence of Instagram Influencers on Impulse Buying Behaviour in The Context of Fast Fashion

Abstract

Study aims to examine the impact of Instagram influencers consumers impulse buying behaviour in fashion industry. Specifically, it investigates impacts of influencer credibility, authenticity and content characteristics in stimulating impulsive purchasing among Gen Z consumers.  Quantitative approach was using survey methodology. Data was collected from 100 respondents within age group of 18 to 27, active Instagram users who have purchased products through social media platforms. Purposive random sampling was used to select participants. data analysis was conducted using SmartPLS 4.0 to test hypothesized relationship. The conceptual model includes four constructs influencer credibility, influencer authenticity, content informativeness and consumer impulsive buying behaviour. All the four constructs were measured using validated Likert scale items adopted from previous studies. Findings revealed that credibility and Authenticity of influencers have significant influence on impulse buying behaviour. Influencer authenticity has arrived as strongest predictor (β = 0.496, p < 0.001) followed by credibility. However, content informativeness dint not have significant impact on impulse buying behaviour. the model explained 51.5% of variance in impulse buying behaviour Indicating moderate predictive power. The sample size of study is limited to 95 and cross-sectional design restricting casual inferences. Future research should administer larger and more diverse sample across different age groups.