@article{CRSIJ25000034,
                  author = {Prins Limbashiya, Dr. Jignesh Vidani},
                  title = {Consumer Perception on Influencer Marketing On Instagram and its Impact On Buying Behaviour in Fashion Accessories},
                  journal = {Cosmo Research and Science International Journal},
                  year = {2025},
                  volume = {1},
                  number = {3},
                  pages = {36-51},
                  issn = {3108-1584},
                  url = {https://cosmorsij.com/published/CRSIJ25000034.pdf},
                  abstract = {This study examines consumer perception of influencer marketing on Instagram and its impact on buying behaviour related to fashion accessories, with a focus on the moderating role of age. As influencer marketing continues to grow as a key promotional strategy, understanding how different age groups engage with influencers and respond to their recommendations is crucial for brands targeting the fashion accessories market. Using a quantitative approach, chi-square tests were conducted to explore the associations between age and various dimensions of influencer marketing, including Instagram usage frequency, trust in influencer recommendations, perceived influencer knowledge, emotional connection, and purchase behaviour. The results reveal that while age does not significantly influence how often consumers use Instagram or whether they follow fashion influencers, it does have a significant but weak association with consumers’ trust in influencers, perception of their expertise, and the likelihood of making purchases based on influencer recommendations. Interestingly, age showed limited impact on impulsive buying tendencies and emotional connections with influencers, suggesting that these aspects may be universally experienced across age groups. The study highlights that age is a relevant but not definitive factor in shaping consumer engagement and buying decisions influenced by Instagram fashion influencers. These insights have important implications for marketers seeking to optimize influencer marketing strategies by tailoring content and influencer selection to specific age demographics, while also emphasizing authenticity and emotional appeal that resonate broadly. Future research should consider additional demographic and psychographic variables, explore other social media platforms, and adopt mixed methods to deepen understanding of consumer behaviour in digital influencer marketing.},
                  keywords = {Marketing, Instagram, Consumer Behaviour, Fashion Accessories, Age},
                  month = {November
}
        }