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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM68523
Volume:
10 |
10 |
Oct 2026
Pages:
1-8
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Management
Dr. C.V. Raman University,Vaishali , Bihar
The rapid expansion of digital technologies and social media platforms has significantly transformed consumer behaviour and marketing practices in India. Instagram and YouTube have emerged as influential digital platforms through which content creators shape consumer perceptions, brand preferences and purchasing intentions. Influencer marketing has increasingly become an important promotional strategy for businesses seeking to establish personal connections with consumers. However, the effectiveness of influencer marketing may differ across geographical, socioeconomic and demographic segments, particularly between rural and urban consumers. Bihar provides a relevant geographical context for examining these differences because of its diverse consumer markets, varying levels of digital literacy and changing patterns of internet adoption. The present paper examines the potential impact of Instagram and YouTube influencers on consumer purchase intentions in Bihar, with particular emphasis on influencer credibility, trustworthiness, content quality, perceived authenticity, product information and demographic characteristics. The study draws upon Source Credibility Theory, the Theory of Planned Behaviour and the Stimulus–Organism–Response framework to develop an integrated conceptual model. A comparative research design involving rural and urban consumers is proposed to assess variations in platform usage, consumer trust and purchase intentions. A review of existing literature indicates that influencer credibility, informative content, entertainment value and perceived similarity between influencers and followers are important factors associated with purchasing intentions. The paper further identifies researchable differences between Instagram’s visual and short-form promotional content and YouTube’s longer product demonstrations and reviews. It concludes that influencer marketing strategies in Bihar should consider regional languages, digital literacy, cultural relevance and consumer trust when targeting different market segments.
KEYWORDS
Influencer marketing is an important element of contemporary digital communication. Instagram and YouTube offer businesses opportunities to reach audiences through reviews, demonstrations, recommendations and interactive promotional formats. Existing studies associate credibility, trustworthiness, expertise, content quality and perceived similarity with consumer engagement and purchase intention. Bihar provides a meaningful setting for examining whether these relationships differ across rural and urban markets and how digital literacy, trust and regional-language relevance shape consumer responses. Effective influencer marketing should therefore be grounded in credibility, informative communication, consumer understanding and responsible promotional practices. Original field research is needed before making definite claims about the comparative effectiveness of Instagram and YouTube in Bihar.
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Publication Date
10/30/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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