The Impact of Instagram Reels on Consumer Purchase Intention: Mediation Role of Influencer Traits

Abstract

This study discusses the impact of Instagram Reels on consumers' purchase intentions in the food industry, paying particular attention to the mediating role of influence traits such as credibility and attractiveness, using a convenience sampling technique and a sample size of 385 respondents, it conducted a survey. The population for this research is 13.91 million active users of Instagram Reels. Nowadays, when social media becomes increasingly important as a marketing tool, the most important network now is the most relevant to businesses in interacting with specific audiences through visual material. Digital marketing changes when the new feature which allows users to make short "reels" movies was introduced in 2020. This creates many opportunities for companies to easily and creatively introduce their latest products. For profitable marketing strategies, it is important to understand how Instagram Reels actually affect consumer behavior since this is becoming increasingly utilized in the food industry for marketing purposes. In the context of the fast-growing market of food business in Pakistan where social media participation has entirely revolutionized the measuring scales for customer purchase decisions, the research is carried through surveys and data analysis. Majorly fills a lamentable research gap by focusing on Instagram Reels in under-researched areas, such as the food industry in Pakistan. In addition, because much of the literature that is now in print often neglects the complex effects of various traits of the influencer on consumer behavior, the traits of the influencer also become an important object of concern in its role as an intervening variable in purchase intention. Through the conclusions of this study, our understanding of Instagram Reels combined with influencer marketing towards increased consumer engagement and purchase decision-making has evolved. These practical implications of the research will help food brands and influencers formulate a well-structured social media strategy to boost customer loyalty, brand awareness, and purchase intentions. For marketing practitioners, the most pertinent study is especially for sectors like food that rely primarily on visual appeal and credibility.