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JOURNAL OF EMERGING SOCIAL SCIENTISTS

Association of Media and Communication Academic Professionals (AMCAP)
ISSN (print): 2958-2628
ISSN (online): 2958-261X

Changing Digital Advertising Dynamics: Assessment of Instagram Influencers' Credibility and its Impact on Purchase Decision Process

  • Tahreem Shahid/
  • Mariam Ikram/
  • July 08, 2023
Keywords
Instagram, Influencers' credibility, Purchase decision process and Para social relationship.
Abstract

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.

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How to cite

Shahid, T., & Ikram, M. (2023). Changing Digital Advertising Dynamics: Assessment of Instagram Influencers’ Credibility and its Impact on Purchase Decision Process. JOURNAL OF EMERGING SOCIAL SCIENTISTS, 3(1). https://jess.amcap.net/website/journal/article/64e39e466cb2e/page

Retrieved from https://jess.amcap.net/website/journal/article/64e39e466cb2e/page

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[1]Shahid, T. and Ikram, M. 2023. Changing Digital Advertising Dynamics: Assessment of Instagram Influencers’ Credibility and its Impact on Purchase Decision Process. JOURNAL OF EMERGING SOCIAL SCIENTISTS. 3, 1 (Aug. 2023).
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(1)Shahid, T.; Ikram, M. Changing Digital Advertising Dynamics: Assessment of Instagram Influencers’ Credibility and Its Impact on Purchase Decision Process. JOURNAL OF EMERGING SOCIAL SCIENTISTS 2023, 3 (1).
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SHAHID, Tahreem; IKRAM, Mariam. Changing Digital Advertising Dynamics: Assessment of Instagram Influencers’ Credibility and its Impact on Purchase Decision Process. JOURNAL OF EMERGING SOCIAL SCIENTISTS, v. 3, n. 1, 21 Aug.2023.
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Shahid, T. and Ikram, M. (2023) “Changing Digital Advertising Dynamics: Assessment of Instagram Influencers’ Credibility and its Impact on Purchase Decision Process”, JOURNAL OF EMERGING SOCIAL SCIENTISTS, 3(1). Available at: https://jess.amcap.net/website/journal/article/64e39e466cb2e/page (Accessed: 9 May 2026).

            

                    
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[1]T. Shahid and M. Ikram, “Changing Digital Advertising Dynamics: Assessment of Instagram Influencers’ Credibility and its Impact on Purchase Decision Process”, JOURNAL OF EMERGING SOCIAL SCIENTISTS, vol. 3, no. 1, Aug. 2023, Accessed: May 09, 2026. [Online]. Available: https://jess.amcap.net/website/journal/article/64e39e466cb2e/page

            

                    
MLA

            

                
Shahid, Tahreem, and Mariam Ikram. “Changing Digital Advertising Dynamics: Assessment of Instagram Influencers’ Credibility and Its Impact on Purchase Decision Process”. JOURNAL OF EMERGING SOCIAL SCIENTISTS, vols. 3, no. 1, Aug. 2023, https://jess.amcap.net/website/journal/article/64e39e466cb2e/page.

            

                    
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Shahid, Tahreem, and Mariam Ikram. “Changing Digital Advertising Dynamics: Assessment of Instagram Influencers’ Credibility and Its Impact on Purchase Decision Process”. JOURNAL OF EMERGING SOCIAL SCIENTISTS 3, no. 1 (August 21, 2023). Accessed May 9, 2026. https://jess.amcap.net/website/journal/article/64e39e466cb2e/page.

            

                    
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1.Shahid T, Ikram M. Changing Digital Advertising Dynamics: Assessment of Instagram Influencers’ Credibility and its Impact on Purchase Decision Process. JOURNAL OF EMERGING SOCIAL SCIENTISTS [Internet]. 2023 Aug. 21 [cited 2026 May 9];3(1). Available from: https://jess.amcap.net/website/journal/article/64e39e466cb2e/page

            

                    
AMA

            

                
1.Shahid T, Ikram M. Changing Digital Advertising Dynamics: Assessment of Instagram Influencers’ Credibility and its Impact on Purchase Decision Process. JOURNAL OF EMERGING SOCIAL SCIENTISTS. 2023;3(1). Accessed May 9, 2026. https://jess.amcap.net/website/journal/article/64e39e466cb2e/page

            

            






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Author(s):



    

        

        
            
Tahreem  Shahid

        
        
    

    
Mphil Scholar, Department of Media and Communication Studies, University of Sargodha, Sargodha.

    
Pakistan

    
    
    

    

        

        
            
Mariam  Ikram

        
        
    

    
Lecturer, Department of Media and Communication Studies, University of Sargodha, Sargodha.

    
Pakistan

    
    
    


    
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