International Journal of Current Microbiology and Applied Sciences (IJCMAS)
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Original Research Articles                      Volume : 10, Issue:3, March, 2021

PRINT ISSN : 2319-7692
Online ISSN : 2319-7706
Issues : 12 per year
Publisher : Excellent Publishers
Email : /
Editor-in-chief: Dr.M.Prakash
Index Copernicus ICV 2018: 95.39
NAAS RATING 2020: 5.38

Int.J.Curr.Microbiol.App.Sci.2021.10(3): 1935-1942

Instagram Influence on Clothing Purchases – An Eye-opener
Sirisha Deepthi Sornapudi* and Meenu Srivastava
Department of Textiles & Apparel Designing, College of Community and Applied Sciences, MPUAT, Udaipur, Rajasthan, India
*Corresponding author

Retailers are constantly finding novel ways to attract customers and encourage brand loyalty. Social media is the newest channel of communication that most international, local, and e-tailers are relying on to promote their business. Amongst them, Instagram rich visual appeal places it at the forefront of e-tailing. Also, the features of business accounts namely the analytics, sponsored advertisements, contacts in bio make them more attractive to online retailers. Brand communication, using celebgrams, allowing loyal account followers to co-create value for their brands, establishing strong customer relationships, and opportunities for s-commerce seems to be the latest techniques in use on social media. The paper attempts to provide detailed insights into the research carried so far in the area of Instagram and its influence on global consumers. User and marketer generated content and its influence on the psyche of the consumers is touched upon. The impact of influencers on the buying behaviour of Instagram users is discussed. The concept of establishing brand communities and co-creating value on social media is presented.

Keywords: Instagram, Online retailing, Clothing purchase, Social networking sites, Social media

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How to cite this article:

Sirisha Deepthi Sornapudi and Meenu Srivastava. 2021. Instagram Influence on Clothing Purchases – An Eye-opener.Int.J.Curr.Microbiol.App.Sci. 10(3): 1935-1942. doi:
Copyright: This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike license.