Impact of Digital Advertising by the Influencers on Consumers’ Online Buying Behaviour (Special Reference to Instagram)

This research paper explores the dynamic relationship between influencers in digital advertising and consumers' online buying behaviour. In the contemporary landscape of e-commerce, social media platforms play a pivotal role in shaping consumer preferences and purchasing decisions. Instagram, as a leading visual-centric platform, has witnessed a surge in influencer marketing, where individuals with a significant online following promote products and services. The study employs a mixedmethods approach, combining quantitative analysis of consumer data and qualitative examination of influencers' content strategies. Data is collected through surveys and analysis of online engagement metrics to derive comprehensive insights into the impact of influencers on the digital advertising landscape. This study explores the critical analysis of consumer buying behaviour, factors that affect buying behaviour, types of media that influence the audience on Instagram and the undeniable impact of Instagram posts by influencers that can be seen on Instagram users. There is a relationship between brands, influencers and consumers is important for the influencer economy to shape Consumer opinion and online buying behaviour.