Gender-Based Differences in Consumers’ Perceived Trustworthiness of Instagram Advertisements and Purchase Intention in Jaipur

Author(s)	Dr. Pushpendra Bhardwaj
Country	India
Abstract	Transparency and authenticity can help Instagram users distinguish commercial persuasion from dependable product information. This paper examines whether male and female consumers differ in authenticity- and transparency-based advertisement trustworthiness and purchase intention. Primary data were obtained from 305 eligible respondents in Jaipur, comprising 156 male and 149 female respondents. Each construct was measured through five statements on a five-point Likert scale. Cronbach’s alpha was 0.796 for trustworthiness and 0.806 for purchase intention. Independent-samples t-tests found virtually identical scores for male and female respondents. Trustworthiness averaged 3.21 (SD = 0.85) for males and 3.22 (SD = 0.80) for females, t(303) = -0.061, p = .951, d = -0.007. Purchase-intention means were 3.02 (SD = 0.83) and 3.02 (SD = 0.91), respectively, t(303) = 0.015, p = .988, d = 0.002. Both null hypotheses were retained. The results indicate no meaningful gender difference among the respondents. Realistic product presentations, balanced reviews, disclosure of commercial relationships and avoidance of exaggerated claims therefore remain broadly relevant practices rather than gender-specific measures.
Keywords	Instagram advertisements; gender; authenticity; transparency; purchase intention; independent-samples t-test
Field	Business Administration
Published In	Volume 17, Issue 2, July-December 2026
Published On	2026-09-17

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Journal of Advances in Developmental Research