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Trends of Brand Advertisement on Instagram and its Consequences on Consumer Behavior

Author

Listed:
  • Ayesha Siddiqui
  • Usman Idrees
  • Farwa Batool

Abstract

Instagram provides valuable insights into various product offerings, effectively enhancing consumer attraction. Many organizations now maintain official pages and groups on Instagram to engage with their customers. This platform facilitates easy access to companies, allowing consumers to share their ideas, opinions, and feedback. The purpose of this study is to examine the Trends of Brand Advertisement on Instagram and its Consequences on Consumer Behavior. Utilizing a quantitative approach, the researcher surveyed 300 respondents to understand their reactions to Instagram advertisements. Data was collected through a questionnaire-based online survey for analysis. The findings indicate that Instagram advertisements raise awareness about the latest trends and provide detailed product information. Respondents often follow the official Instagram pages of their favorite brands. The study also reveals that many respondents perceive online purchases to be more cost-effective than in-store purchases. Furthermore, social media advertisements significantly influence consumer buying preferences. However, a small segment of consumers expressed concerns about online shopping.

Suggested Citation

  • Ayesha Siddiqui & Usman Idrees & Farwa Batool, 2024. "Trends of Brand Advertisement on Instagram and its Consequences on Consumer Behavior," International Journal of Politics & Social Sciences Review (IJPSSR), International Journal of Politics & Social Sciences Review (IJPSSR), vol. 3(III), pages 276-288.
    • Handle: RePEc:ebj:ijpssr:2024v3iiiia29
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    File URL: https://ojs.ijpssr.org.pk/index.php/ijpssr/article/download/71/56/601
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    References listed on IDEAS

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    1. Serena Iacobucci & Roberta De Cicco, 2020. "Users awareness of native advertising from Instagram media publishers: the effects of Instagram's branded content tool on attitudes and behavioural intent," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 14(1), pages 71-90.
    2. Cho-I Park & Young Namkung, 2022. "The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry," Sustainability, MDPI, vol. 14(3), pages 1-15, January.
    3. Simona VINEREAN & Alin OPREANA, 2019. "Social Media Marketing Efforts of Luxury Brands on Instagram," Expert Journal of Marketing, Sprint Investify, vol. 7(2), pages 144-152.
    4. Rietveld, Robert & van Dolen, Willemijn & Mazloom, Masoud & Worring, Marcel, 2020. "What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 20-53.
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