Effect of Instagram Beauty Bloggers' Endorsement on Consumer Purchase Intention

Abstract

The purpose of this study is to explore the effect of endorsement of beauty bloggers of Instagram on purchase intention of the consumers. These beauty bloggers serve as micro celebrities and idols for people to follow the current beauty trends and looks. Since most following of these beauty bloggers on Instagram are by females with the inherent desire to look pretty, the extent to which these bloggersð€‚¶ endorsement on Instagram can actually influence and alter their purchase decisions in Pakistan is studied.