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@article{193715,
        author = {BANU PRAKASH M and VIDYSHREE S},
        title = {Influence of Instagram Influencer Marketing on Impulse Buying Behavior Among Indian Gen Z E},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {841-847},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193715},
        abstract = {The rapid proliferation of Instagram and the rise of influencer marketing have fundamentally transformed the e-commerce landscape in India, especially among Generation Z (Gen Z) consumers. This research paper investigates how Instagram influencers affect the impulse buying behaviour of Indian Gen Z shoppers on e-commerce platforms. Drawing on recent academic literature, industry reports, and empirical studies, the paper explores psychological, cultural, and technological factors that drive impulsive purchases, the role of trust and authenticity in influencer marketing, and the impact of visual content and social proof. The study synthesizes findings from quantitative surveys, case studies of leading Indian brands, and regulatory developments, offering a nuanced understanding of the mechanisms through which Instagram influencer marketing shapes Gen Z’s purchasing decisions. The analysis reveals that influencer credibility, content quality, and brand–influencer fit is critical in building trust, which in turn mediates purchase intent. Visual formats such as Reels and Stories, combined with social proof and peer validation, significantly enhance impulse buying tendencies. The paper concludes with implications for marketers, policy recommendations, and directions for future research.},
        keywords = {},
        month = {March},
        }