The Impact of Macro Instagram Influencer Marketing on Customer Buying Behavior : A Study of Smart Watches in Islamabad City

Abstract

This study aims to explore how Macro Instagram influences marketing influences customer buying behavior, specifically within the smartwatch market in Islamabad. Grounded in Social Influence Theory, which emphasizes the impact of social context and peer influence on individual behavior, the research seeks to understand how influencer-driven content on Instagram shapes customers' buying decisions. By analyzing variables such as Instagram post evaluation, brand credibility, influencer likeability, and impulse buying intention, the study aims to uncover the underlying mechanisms driving customer behavior in response to influencer marketing efforts. Employing a quantitative approach of survey data from 242 smartwatch users with influencers and customers, the research endeavors to provide a comprehensive understanding of the complex relationship between social media influence and customer choices in the wearable technology market. The findings of this study have significant implications for marketers and brands operating in the smartwatch industry, offering valuable insights into how they can leverage Instagram influencer marketing to effectively engage and influence their target audience. In essence, this study endeavors to shed light on the multifaceted interplay between Macro Instagram influencer marketing and customer buying behavior in the smartwatch market. By exploring the nuanced dynamics of Instagram post evaluation, brand credibility, influencer likeability, and impulse buying intention, the research aims to offer valuable insights that can inform marketing strategies, enhance customer engagement, and drive business growth in the burgeoning smartwatch industry.