Sigdel, Garima2022-06-222022-06-222021-09https://hdl.handle.net/20.500.14540/11471Social 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.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.enINSTAGRAM INFLUENCERSMILLENNIALS AND GENERATION Z INSTRAGRAMThesis