The impact of Instagram influencer marketing on consumer behaviour in Bangladesh

Abstract

The objective of this thesis was to study the growth of Instagram in the context of Bangladesh, to be precise, in the scenario of influencer marketing. It also aimed at assessing the authenticity of this ad-vanced marketing tool into the individuals residing in Bangladesh as well as identifying apparently how this marketing tool is implementing the rising media field of Instagram influencers with the goal of accumulating more customer engagement, loyalty, and trust. This research emphasizes the impact of Instagram influencers for brand images while examining the reasons why Bangladeshi consumers are more inclined to this marketing method in terms of their buying behaviour.

To establish theoretical content of the thesis, all the key segments related to this subject were incorpo-rated. Starting with influencer marketing, an in-depth overview on the rise of Instagram in marketing along with its interconnected exposures, and the impact of Instagram influencer marketing on con-sumer behaviour while illustrating the core marketing strategies as well as highlighting the impact of this particular marketing method on customers’ purchase intention.

In order to conduct the research and accomplish the goal, the quantitative approach of having a framework of a survey questionnaire was implemented by using Webropol software with the aim of primary data collection in June, 2023. However, secondary data was also gathered for the literature review used by utilizing sources available on books, e-books, academic journals, and articles which eventually created a full overview on the research topic.

The result of this thesis project provided the argumentative reasoning on how Instagram, the rising media channel and its influential community is empowering and boosting brand images towards the general customers accompanying with sustaining the consumer engagements and values. As a result, the accumulated vivid and profound angles can also be utilized for brands as well as marketers to up-grade their existing strategies and thus gain more customer satisfaction.