TRENDSETTERS: IMPACT OF INSTAGRAM INFLUENCERS IN PROMOTING A BRAND AS PERCEIVED BY SELECTED STUDENTS OF MANUEL S. ENVERGA UNIVERSITY FOUNDATION

The main focus of this study is to identify the impact of Instagram influencers in promoting a brand. It sought to describe the respondents’ level of exposure to Instagram; their level of familiarity to Instagram influencers; and characteristics of Instagram influencers that contribute to brand promotion in terms of credibility, persuasiveness, and popularity. Furthermore, the study determined the impact of these trendsetters on consumer’s purchase decisions. The study utilized a quantitative approach in conducting the study. Questionnaires was distributed via Google Forms to 100 selected students from Manuel S. Enverga University Foundation using a descriptive survey. All students aged 19 to 25 in MSEUF Lucena Main Campus was selected using simple random sampling. All information and data were examined and interpreted through the use of weighted means to determine the impact of Instagram Influencers in promoting a brand. As the final output of the study, an infographic will be posted to social media platforms like Facebook and Instagram. This research paper studied the role of Instagram influencers in brand promotion. According to the study's findings, Instagram influencers' credibility makes a significant contribution to their ability to persuade their followers to buy products they endorse. Instagram influencers can help brands improve their image by posting high-quality photos and accurate product reviews. Furthermore, Instagram influencers were able to easily persuade millions of their followers to patronize brands they endorsed by sharing relatable experiences. Moreover, the popularity of an Instagram influencer adds value to their social engagement to make products more visible to consumers. According to the data gathered, Instagram influencers have an impact on consumers. Instagram influencers were capable of creating a favorable impression of the product.