The impact of instagrammers on customers behaviours on food product purchasing

In the 21st century, businesses utilize various strategies to attract the attention of prospective customers. Of the various communication methods available, social media has emerged as a prominent approach. In particular, the utilization of Instagrammers has gained widespread popularity in marketing campaigns across diverse industries. The food industry has adopted the practice of utilizing social media platforms to advertise products and interact with customers. However, assessing the effectiveness of influencer marketing, especially in the context of the food industry, presents significant challenges. This thesis aims to explore the efficacy of instagram influencer marketing within the food sector by analyzing its impact on consumer behavior. In order to carry out a comprehensive study, a sample of 4081 participants were collected, facilitating an in-depth analysis of the variables that underlie the impact of influencers on Instagram on the decision-making behaviors of consumers. The findings suggest that while Instagram influencers possess the ability to exert influence on consumer behavior, their tangible impact may be limited. This suggests that consumers' purchasing decisions may not be solely determined by influencers. The manifestation of consumer skepticism and distrust indicates that there are various determinants that impact their purchasing decisions. Therefore, it is advisable for businesses to not exclusively rely on influencer endorsements. Instead, they should take into account various marketing techniques and factors that are in line with customer preferences and values, in order to improve sales and promote interaction with the intended audience. Key Words: Digital Marketing, Social Media, Influencer Marketing, Instagrammers, Food Marketing