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USER-GENERATED CONTENT ON INSTAGRAM: EXAMINING ITS IMPACT ON CONSUMER PURCHASE DECISIONS
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Author(s):
SRISHTI TAMRAKAR, DR. O.P. GUPTA, DR. G.N. KATAHARE
Vol - 16, Issue- 3 ,
Page(s) : 53 - 72
(2025 )
DOI : https://doi.org/10.32804/IRJMST
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Abstract
Instagram is a visually driven social media platform that enables users to share experiences, engage with brands, and influence consumer behaviour through user-generated content. Consumers often share their various brand experiences via Instagram
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