Occupational Differences in Consumers’ Perceived Trustworthiness of Instagram Advertisements and Purchase Intention in Jaipur

Author(s)	Vidhu K Mathur, Harshita Singh
Country	India
Abstract	Occupational roles can shape consumers’ routines, purchasing priorities and exposure to digital promotions. This paper examines whether perceived information-based trustworthiness of Instagram advertisements and purchase intention differ across occupational groups. Primary data were obtained from 305 eligible respondents in Jaipur: 94 salaried employees, 78 students, 59 business or self-employed consumers, 43 homemakers and 31 respondents from other occupations. Each outcome was measured through five statements on a five-point Likert scale. Reliability was acceptable for information-based trustworthiness (Cronbach’s alpha = 0.805) and purchase intention (alpha = 0.815). A one-way ANOVA found no significant occupational difference in trustworthiness, F(4, 300) = 0.432, p = .785. Variances were unequal for purchase intention, so Welch’s ANOVA was used; it also found no significant difference, F(4, 119.837) = 0.526, p = .717. The occupational means were closely grouped and both null hypotheses were retained. The findings indicate that occupational category provides little separation between the two outcomes among the respondents.
Keywords	Instagram advertising; occupational groups; information quality; advertisement trustworthiness; purchase intention; ANOVA; Jaipur
Field	Business Administration
Published In	Volume 17, Issue 2, July-December 2026
Published On	2026-09-28
DOI	https://doi.org/10.71097/IJAIDR.v17.i2.2180

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