IMPACT OF INSTAGRAM INFLUENCER MARKETING ON BRAND AWARENESS OF SWIGGY AMONG MIDDLE-AGED IT PROFESSIONALS IN WHITEFIELD, BENGALURU

Author

Bhagya Sri Bandaru, Dr. V.Madhu Latha

Abstract

 Instagram is now one of the common platforms used by brands to reach consumers. Influencers are also widely used on the platform because they can present products and services in a more personal way. This study looks at the relationship between Instagram influencer marketing and Swiggy brand awareness among IT professionals in Bengaluru. The study used a quantitative, descriptive and cross-sectional approach. Primary information was collected through a Google Forms questionnaire using convenience sampling. A total of 51 usable responses were received between 25 August and 2 October 2026. The responses were analysed using percentages, cross-tabulation, Spearman rank correlation, Mann–Whitney U, Kruskal–Wallis and chi-square tests. Fisher’s exact test was also considered where the expected frequencies were small.

The responses show that participants were regularly exposed to influencer content. About 74.0% agreed that they often see food-related influencer content, while 66.7% noticed Swiggy promotions posted by influencers. Influencers were the most commonly selected single source of Swiggy awareness at 30.0%, followed by friends and family at 24.0%. Exposure, engagement and perceived credibility were all positively related to Swiggy brand awareness, with Spearman’s ρ values of .65, .50 and .52 respectively (all p < .001). The four null hypotheses were therefore rejected. However, these results show relationships rather than proof that influencer marketing directly caused awareness. A major limitation is that the sample was quite young: 88% were below 31 and only six respondents were aged 40 or above. Therefore, the findings should not be treated as representative of middle-aged IT professionals in Whitefield.

Keywords

Instagram influencer marketing, Swiggy, brand awareness, IT professionals, influencer credibility, social media marketing, Bengaluru.

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