A Qualitative Study on the Impact of Instagram Influencers on Gen Z’s Impulse Buying in Lahore

Abstract

Aim of the study: Influencer marketing is playing an increasing role in shaping the spontaneous buying habits of Generation Z in the digital era. This generation has become known for its values of social justice, diversity, and inclusion. The major concern of this research is to explore how Instagram influencers trigger Gen Z to buy impulsively in Lahore.

Methodology: This research has incorporated two theoretical models, the “Stimulus-organism-response model” and “Cue Utilization Model.” The data was collected through 12-15 semi-structured in-depth interviews using a purposive sampling technique.

Findings: The results indicated that Instagram usage among participants is predominantly passive which is characteristics by high exposure to influencer content with limited engagement. Most of the participants have stated that visual aesthetics such as lighting, styling, and overall presentation emerges as a primary attention trigger, while product reviews and unboxing videos significantly enhances the credibility and reduced purchasing uncertainty. Promotional strategies such as discounts and limited-time offers strongly drive impulse buying, often supported by mild Fear of Missing Out (FOMO). Participants have demonstrated self-control strategies including delayed purchases, verifying from friends and peers, and managing digital exposure strategies.

Implications: This study provides practical insights for digital marketers by highlighting that that authenticity, transparency and visual engaging content are more effective in influencing Gen Z consumers than aggressive promotional tactics. It also contributes theoretically due to the applicability of the S-O-R model in explaining impulse buying behavior in social media environment.