The Influence of Instagram Promotions on Young People’s Purchasing Decisions: A Study on Persuasion, Credibility, and Influencer Impact

Abstract

The study investigates the role of Instagram as a promotional tool and its influence on young consumers' purchasing decisions. Utilizing an exploratory, mixed-method approach, the research reveals that Instagram is perceived as a highly persuasive platform for product promotions, particularly due to its visual quality. Surprisingly, the study also highlights significant skepticism among young users (N=65) towards influencer endorsements, with low scores in trust and influence on purchasing decisions. These findings suggest that while Instagram effectively raises awareness, its ability to drive actual purchases is limited, underscoring the need for more authentic and engaging marketing strategies. Although Instagram is praised for its convenience and ease of shopping, concerns about fraud, the inability to inspect products physically, excessive ads, and the need for greater security make young people trust traditional purchases more. Low engagement scores indicate young users' reluctance to actively interact with ads, suggesting they may be noticed but fail to inspire direct engagement.