INSTAGRAM INFLUENCERS AND PURCHASE INTENTION AMONG MILLENNIALS AND GEN Z IN NEPAL
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Abstract
Taking into account the growing importance of social media marketing, it is important to
note that reaching consumers via Instagram influencers is still a relatively new content
marketing strategy in Nepal.
Description
Social Media Marketing via influencers is a widely followed marketing approach in recent
times. The present study has been conducted to find out the factors sought out by Instagram
users on Instagram Influencers in order to make purchase intention on the brand product or
service endorsed by them through their IG posts. This chapter discusses the background of
the study, statement of problem, research questions, objectives of study, significance of
study, and limitations and overview of thesis structure.