A STUDY ON THE ANTECEDENCE OF PURCHASE INTENTION DUE TO INFLUENCER MARKETING ON INSTAGRAM WITH RESPECT TO GENERATION Z AND MILLENNIALS OF THE IDUKKI DISTRICT.

A STUDY ON THE ANTECEDENCE OF PURCHASE INTENTION DUE TO INFLUENCER MARKETING ON INSTAGRAM WITH RESPECT TO GENERATION Z AND MILLENNIALS OF THE IDUKKI DISTRICT.

Registration ID: IJNRD_183813

Published ID: IJNRDTH00004

DOI: http://doi.one/10.1729/Journal.32039

Ans Maria Francis , Dr. Rupa R

Buyer power Purchase intention Influencer marketing Customer satisfaction Consumer intentions Consumer attitude Social media Influencer Marketing Instagram influencers

The paper tries to portray the antecedence of purchase intention among Generation Z and Millennials through Influencer marketing on Instagram. The focuses on the influential capacity of the source characteristics of influencer marketers on the purchase intention of millennials and generation Z. The study evaluates the effect of each source characteristics on the image satisfaction and advertising trust. The results show that source characteristics of influencer have significant effect on the image satisfaction and advertising trust of consumers and hence effect their purchase intention.

Published Paper   E-Certificate

"A STUDY ON THE ANTECEDENCE OF PURCHASE INTENTION DUE TO INFLUENCER MARKETING ON INSTAGRAM WITH RESPECT TO GENERATION Z AND MILLENNIALS OF THE IDUKKI DISTRICT.", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.7, Issue 11, page no.260-304, November-2022, Available :https://ijnrd.org/papers/IJNRDTH00004.pdf

Volume 7 Issue 11, November-2022

Pages : 260-304

Paper Reg. ID: IJNRD_183813

Published Paper Id: IJNRDTH00004

Downloads: 000121300

Research Area: Engineering

Country: Thoppipala, Kerala, India

Published Paper PDF: https://ijnrd.org/papers/IJNRDTH00004.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRDTH00004

DOI: http://doi.one/10.1729/Journal.32039

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

Call For Paper - Volume 10 | Issue 8 | August 2025

IJNRD is Scholarly open access journals, Peer-reviewed, and Refereed Journals, High Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool), Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) with Open-Access Publications.

INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to explore advances in research pertaining to applied, theoretical and experimental Technological studies. The goal is to promote scientific information interchange between researchers, developers, engineers, students, and practitioners working in and around the world. IJNRD will provide an opportunity for practitioners and educators of engineering field to exchange research evidence, models of best practice and innovative ideas.

Indexing In Google Scholar, SSRN, ResearcherID-Publons, Semantic Scholar | AI-Powered Research Tool, Microsoft Academic, Academia.edu, arXiv.org, Research Gate, CiteSeerX, ResearcherID Thomson Reuters, Mendeley : reference manager, DocStoc, ISSUU, Scribd, and many more

How to submit the paper?

Important Dates for Current issue

Paper Submission Open For: August 2025

Current Issue: Volume 10 | Issue 8

Last Date for Paper Submission: Till 31-Aug-2025

Notification of Review Result: Within 1-2 Days after Submitting paper.

Publication of Paper: Within 01-02 Days after Submititng documents.

Frequency: Monthly (12 issue Annually).

Journal Type: International Peer-reviewed, Refereed, and Open Access Journal.

Subject Category: Research Area