Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 7 Issue 5
September-October 2026

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The Influence of Instagram on Consumer Buying Behaviour among Young Employees in the it Sector

Author(s) T. Divya, Dr. N. Santhanavadivu, Dr. B. Jagadeeswaran, Dr. R. Bhuvaneswaran, C. Jaisaa
Country India
Abstract Instagram has become an important social media platform for discovering products, evaluating brands and influencing purchase decisions. Young employees in the IT sector represent an important consumer group because of their high level of digital engagement and frequent exposure to online content. This study examines the influence of Instagram on consumer buying behaviour among young employees in the IT sector. The study considers Instagram usage, advertising exposure, influencer recommendations, product information, electronic word-of-mouth and visual content as important aspects of Instagram influence. A structured questionnaire using a five-point Likert scale is proposed for data collection. For illustration, a sample of 200 young IT employees is considered. The statistical analysis includes descriptive statistics, Cronbach's alpha, Pearson correlation, one-way ANOVA and multiple regression. The illustrative findings indicate a positive relationship between Instagram influence and consumer buying behaviour. The study highlights the role of Instagram content, advertising and influencer recommendations in shaping consumers' product awareness, evaluation and purchase decisions.
Keywords Instagram, consumer buying behaviour, young employees, IT sector, social media marketing, influencer marketing, purchase intention.
Published In Volume 7, Issue 5, September-October 2026
Published On 2026-09-28
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E-ISSN 3048-7641
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