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Even in the world of purchasing, technological advancements have brought about several changes. The internet has begun to play a major role in assisting customers in finding the things they are seeking for online. With the rise of social media platforms, particularly Instagram, which has become a popular purchasing platform among the youth. Youths are attempting to establish and maintain strong presences on social media platforms, with Instagram being the go-to platform for keeping consumers aware of the latest trends, as more viewers turn to Instagram influencers, their associated trust, and their intention to purchase after being fascinated by them. Influencer marketing is a relatively new notion that is currently gaining traction in the marketing process, and it is linked to human purchasing intents. The current study aims to investigate the numerous marketing strategies used by youth Instagram influencers, as well as their impact on customer purchase. The study also examines the impact of using various users such as celebrities, bloggers, and others, as well as their reach. The current study examines the responses of 200 youths in Harare, Zimbabwe and their primary influencers on purchase decisions

The internet popularity is rising with its activities and have opened up a wide range of business opportunities especially in items of e-commerce. Even so, studies show that e-commerce adoption rate in developing countries appears to be endeavor. A lot of countries still facing the challenge of low rate adoption of e-commerce. Democratic Republic of Congo (DRC) is one of these countries where e-commerce adoption is still in its infancy. However, due to recent infrastructure upgrades and the growth of telecommunications services in the country, the penetration of the Internet, mainly cellular Internet is growing at a markedly speedy pace. Тhe purpose of this research is to investigate on the factors that could affect the adoption of online shopping in DRC. Тhe Тechnology Аcceptance Мodel (ТАМ) conducted the investigation. A quantitative approach was used in the collection of data and it has reported on the results of a survey of 201 Congolese held mobile phone. The data analysis was done using SPSS 25. The findings exhibit that Perceived Ease of Use, Perceived of Usefulness, Perceived Trust have excessive correlation with a user’s intention to shop online.

Chief has retracted this article (Xu et al., 2020). The article was accepted as part of a guest-edited special issue in Current Psychology. Before the special issue was finalized, the Editor-in-Chief detected problems with editorial handling and peer review and decided not to proceed with the special issue. Post publication peer review found that this article is out of scope for the journal and does not meet the standards required by the journal.

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