International Journal of Scientific Research and Engineering Development

This paper presents a quantitative and psychological analysis of Instagram influencer marketing and its direct impact on consumer decision-making. Grounded in the hypothesis that perceived authenticity— operationalized through shared personal values and everyday lifestyle product demonstrations—exhibits a direct, positive correlation with purchase likelihood, this study examines the shifting dynamics of digital consumerism. The theoretical foundation is anchored in Philip Kotler's five-stage consumer decisionmaking model. A One-Way Analysis of Variance (ANOVA) was employed to assess the differential effectiveness of influencer endorsements across distinct product categories, revealing statistically significant variations between visual and technical markets. Descriptive statistical profiling was utilized to delineate the demographic and psychographic characteristics of consumers susceptible to influencer marketing, incorporating measures of central tendency. To address the ethical dimensions of digital endorsements, a Chi-square (χ²) test of independence was conducted to examine the relationship between sponsorship transparency and consumer trust. Findings indicate that while influencers accelerate the initial stages of decision-making, actual conversion is heavily contingent upon perceived relatability and value congruence. Over 52% of surveyed consumers indicated a likelihood to purchase when an influencer shares their personal values, and 64% confirmed that psychographic alignment directly impacts their purchase decisions. The results demonstrate that while algorithmic visibility drives product awareness, psychological homophily and ethical transparency are the fundamental catalysts for sustainable consumer purchase decisions.

Mrs. Shefali Shukla, Trisha Chopra, Tejaas N, Varsha M,"The Impact of Instagram Influencers on Consumer Purchasing Behavior: A Statistical and Psychological Analysis" International Journal of Scientific Research and Engineering Development, V9(2): Page(1020-1031) Mar-Apr 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.