Abstract
In today’s digital landscape, Instagram has emerged as a key driver of online consumer behavior, particularly among Generation Z. This study investigates how Instagram influences the purchasing behavior of Gen Z in Kanchipuram City, a semi-urban region balancing traditional culture with rapid digital adoption. The research employed both primary and secondary data, with primary data collected from 110 respondents using a structured questionnaire and analyzed through percentage analysis and a chi-square test. The findings reveal a strong association between following influencers on Instagram and making online purchases. ApproXmately 80% of respondents follow influencers, and 65% have purchased products promoted on Instagram. Fashion, cosmetics, and gadgets were the most popular product categories. Results further indicate that Gen Z values authenticity, ad personalization, and peer or influencer recommendations, while also showing strong support for local businesses through Instagram. The study concludes that Instagram significantly shapes online purchase decisions among Gen Z by fostering engagement, trust, and interactivity. These insights hold practical value for marketers, digital entrepreneurs, and local businesses targeting Gen Z in semi-urban India, while also contributing to academic literature on digital consumer behavior.
Keywords: Instagram, Online purchases, Gen Z, Digital Consumer behavior.
References
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