A Study on How Instagram Influencers Shape and Affect the Buying Behaviour Preference & Purchase Decision of Consumer

In the contemporary digital landscape, social media has transformed into a dynamic marketing ecosystem that significantly influences consumer behavior Among various platforms, Instagram stands out as a powerful channel for brand promotion and advertising due to its visually engaging interface and vast global user base. This study examines how Instagram influencers shape consumer buying behavior preferences, and purchase decisions. Influencers, ranging from mega to micro-level creators, act as opinion leaders who build credibility and trust through authentic content and strong audience engagement. Their perceived relatability and transparency enable them to influence consumer attitudes more effectively than traditional advertising methods. The research explores how influencer-generated content such as posts, reels, stories, and live sessions impacts different stages of the consumer decision-making process, including awareness, interest formation, evaluation, and final purchase. It highlights the role of social media