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Abstract
Over the past few years, Instagram has seen rapid growth in the sponsored posts. Instagram's user-generated content has witnessed a massive engagement among youth today, associated with media sharing capabilities. By engaging their followers with shared videos and images, Instagram influencers are becoming increasingly popular. This study aims at giving insights into key the elements that affect the attitude of Instagram users towards the influencer's sponsored posts, and also their purchase intentions. The sample population of this research was Instagram users aged 18 to 38 years in the United States. A structured questionnaire was developed in Qualtrics and distributed using the online tool - Amazon Mechanical Turk (M-Turk). The research findings showed that enjoyable, trustworthy, and non-irritating sponsored posts on Instagram by credible influencers, generate a positive attitude of users towards the influencer, and also towards the sponsored posts, further positively affecting their purchase intentions.