Influencer adveInfluencer advertising is one of the most effective and fastest growing techniques in digital advertising strategies. It is relatively new advertising strategy gaining popularity with the rise of social media. This article aims to analyze the Instagram influencers' credibility in the context of consumer behavior of the netizens. Basically, it seeks to develop an understanding on the influence of Instagram influencers' credibility on purchase decision process of gen Z, millennials, and gen X. Moreover, it aims to study the para social relationship as a mediator between influencers' credibility and purchase decision process. For this purpose, authors employ survey analysis and collect the data from 350 Instagram users through convenience sampling. Keeping in view the major concepts of this paper, Ohanian's (1990) Model of Credibility and purchase decision process has been applied. The key findings of this study shows that all three dimensions of Instagram influencers' credibility i.e., trustworthiness, expertise, and attractiveness have a significant positive impact on the purchase decision process of online consumers. However, there exists a significant positive impact of consumers' level of Instagram consumption on their purchase decision process and the perceived credibility of Instagram influencers. In addition, para social relationship is found to partially mediate between Instagram influencers' credibility and purchase decision process.

 

rtising is one of the most effective and fastest growing techniques in digital advertising strategies. It is relatively new advertising strategy gaining popularity with the rise of social media. This article aims to analyze the Instagram influencers' credibility in the context of consumer behavior of the netizens. Basically, it seeks to develop an understanding on the influence of Instagram influencers' credibility on purchase decision process of gen Z, millennials, and gen X. Moreover, it aims to study the para social relationship as a mediator between influencers' credibility and purchase decision process. For this purpose, authors employ survey analysis and collect the data from 350 Instagram users through convenience sampling. Keeping in view the major concepts of this paper, Ohanian's (1990) Model of Credibility and purchase decision process has been applied. The key findings of this study shows that all three dimensions of Instagram influencers' credibility i.e., trustworthiness, expertise, and attractiveness have a significant positive impact on the purchase decision process of online consumers. However, there exists a significant positive impact of consumers' level of Instagram consumption on their purchase decision process and the perceived credibility of Instagram influencers. In addition, para social relationship is found to partially mediate between Instagram influencers' credibility and purchase decision process.