This research explores consumer responses to Instagram influencer marketing in the context of online chocolate retail platforms. It investigates how consumers perceive and respond to influencer endorsements of chocolate products, focusing on key factors like trust, credibility, engagement, and purchasing behavior. Using in-depth consumer interviews and content analysis of Instagram campaigns, the study aims to understand the influence of social media personalities on consumer decision-making and brand perception in e-commerce. The results highlight that consumers highly value influencer authenticity, relatability, and alignment with the brand. Influencers who are seen as genuine and whose values align with the promoted product inspire greater trust, leading to stronger emotional connections with the brand. This connection significantly influences purchasing decisions, as consumers are more likely to purchase products recommended by influencers they trust. The study also emphasizes the importance of engaging content and consistent messaging, as influencers who maintain active engagement with their followers tend to foster greater trust and interaction. The findings carry important implications for online chocolate retailers, suggesting that leveraging Instagram influencer marketing can effectively boost brand awareness, build consumer trust, and increase sales. By collaborating with influencers who resonate with their audience, chocolate brands can strengthen their presence in the competitive online market.