This study examines the impact of Instagram celebrity endorsements on impulsive buying behaviour among Gen Z consumers in India. With the rapid growth of social media platforms and the increasing influence of celebrities on digital marketing, Instagram has become a powerful medium for shaping consumer attitudes and purchase decisions. The primary objective of this research is to analyse how celebrity endorsements on Instagram influence impulsive buying tendencies, especially among young consumers who are highly active on social media.

A descriptive research design was adopted, and data were collected from a sample of 120 respondents using a structured questionnaire. The analysis included frequency distribution, oneway ANOVA, Pearson’s correlation analysis, and descriptive statistics. The findings indicate that a majority of respondents actively engage with Instagram celebrity content and are influenced by the visual appeal, credibility, and aspirational value of such endorsements. Many respondents reported making unplanned purchases after viewing celebrity-endorsed posts, stories, or reels on Instagram.

The results further reveal that Instagram celebrity endorsements have a positive influence on impulsive buying behaviour, with younger consumers showing greater responsiveness to celebrity-driven promotions. The correlation analysis showed a positive relationship between social media engagement and impulsive purchase behaviour, indicating that higher exposure to celebrity endorsements is associated with stronger impulsive buying tendencies.

In conclusion, the study highlights that Instagram celebrity endorsements significantly contribute to impulsive buying behaviour among Gen Z consumers in India. These findings emphasize the need for greater awareness of digital influence and more responsible marketing practices to help young consumers make informed purchase decisions.