EXPLORING THE IMPACT OF INSTAGRAM INFLUENCER TRAITS ON FOOD ENTHUSIASTS PERCEPTIONS IN AMRAVATI CITY (KEY IJP************028)

• Vivek P. Poundkar,Prof. Sachin D. Raut

Abstract

This study explores how Instagram influencers affect food loving consumers purchasing decisions. Specifically, it examines the role of influencer credibility, focusing on attractiveness and trustworthiness, and investigates gender differences in influencer effectiveness. The research adopts a descriptive approach using Survey based data collection to provide deeper insights into consumer psychology and digital marketing strategies. The findings highlight the significant role of influencer endorsements in shaping consumer preferences, particularly among younger demographics. the study identifies key elements that enhance influencer impact, such as engagement strategies, authenticity, and audience interaction. The results demonstrate that influencers who actively communicate with their followers through comments, live sessions, and personal stories are more likely to build trust and drive consumer action. Additionally, the research sheds light on how brand collaborations with influencers contribute to consumer awareness and brand loyalty. These insights provide valuable guidance for businesses aiming to optimize their influencer marketing strategies.