Exploring the Impact of Instagram Marketing Strategies on Customer Purchase Intentions: A Comprehensive Analysis

Abstract

Social media platforms have become essential marketing channels in the digital age, with Instagram emerging as a dominating player in the field of visual marketing. This study explores the impact that Instagram marketing has on consumers’ intents to make purchases by looking at the complex relationships that exist between engagement metrics, content methods, and consumer behaviour. This study uses a mixed-method approach that includes both quantitative analysis and qualitative insights to examine how several aspects interact, including influencer partnerships, sponsored content, user-generated material, and storytelling strategies used by companies on Instagram. Additionally, it investigates how customers’ attitudes and perceptions of Instagram marketing efforts are influenced by psychological variables, perceived credibility, and demographic variables, which in turn affects consumers’ buy intentions. This study provides insightful information for marketers that want to maximize their Instagram marketing efforts and improve customer engagement and conversion rates in the online marketplace by illuminating these complex linkages.