A STUDY ON THE INFLUENCE OF INSTAGRAM REELS ON CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO COSMETIC PRODUCTS IN COIMBATORE CITY
Instagram Reels, Consumer Buying Behaviour, Cosmetic Products, Social Media Marketing, Influencer Marketing, Purchase Intention, Digital Marketing.
In the modern digital era, social media platforms play a significant role in shaping consumer decisions. Among these platforms, Instagram Reels has emerged as a powerful short-form video tool for marketing. It enables brands and influencers to present products through engaging and visually appealing content. The study aims to analyse how Instagram Reels affect consumer purchase decisions and preferences. It also focuses on the impact of content features such as product demonstrations, tutorials, and influencer reviews. Primary data were collected from 120 respondents using a structured questionnaire. The study adopts a descriptive research design for analysing consumer behaviour. Statistical tools such as percentage analysis, Likert scale analysis, and Chi-square test were used. The findings show that a majority of respondents actively use Instagram and watch cosmetic-related Reels. Most respondents have noticed promotional content and are influenced by it. Influencers and visual content play a major role in attracting consumer attention. A significant number of respondents have purchased cosmetic products after watching Instagram Reels. Product demonstration is identified as the most influential factor affecting purchase decisions. The Likert scale analysis indicates a moderate level of influence on purchase intention. Consumers tend to evaluate products before making final decisions. The Chi-square test reveals no significant relationship between age and influence of Instagram Reels. This indicates that the platform affects consumers similarly across different age groups. Overall, the study concludes that Instagram Reels is an effective marketing tool influencing consumer behaviour.
"A STUDY ON THE INFLUENCE OF INSTAGRAM REELS ON CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO COSMETIC PRODUCTS IN COIMBATORE CITY", JETNR - JOURNAL OF EMERGING TRENDS AND NOVEL RESEARCH (www.JETNR.org), ISSN:2984-9276, Vol.4, Issue 4, page no.b789-b795, April-2026, Available :https://rjpn.org/JETNR/papers/JETNR2604237.pdf
Volume 4
Issue 4,
April-2026
Pages : b789-b795
Paper Reg. ID: JETNR_233760
Published Paper Id: JETNR2604237
Downloads: 00059
Research Area: Arts1 All
Country: ERODE, TAMIL NADU, India
ISSN: 2984-9276 | IMPACT FACTOR: 9.87 Calculated By Google Scholar | ESTD YEAR: 2023
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.87 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: RJPN (IJPublication) Janvi Wave
