The effects of instagram on the consumer purchasing intention in the case of cosmetics

Abstract

Social media has become the new television in terms of marketing. Companies use social media to reach a wider audience effectively and efficiently. Among various social media networks, Instagram has become the most popular platform for brands to promote their ads. This study conducted qualitatively through focus groups investigated the impact of such ads on consumers' behaviour and purchasing intentions. The study identified crucial factors in ads and assessed their impact on consumers. Most respondents stated that trust and information within the ads drive them to find out more about the products which leads them to making a purchase. However, they also emphasised that they do not buy things solely based on the ads they see. They put more thought into their purchases. Respondents also noted that the visual aesthetics of ads attract them initially. If brands can nail this aspect, they can intrigue a lot of people. Further studies could be conducted with a larger sample size that includes individuals of different genders, professions, and ethnicities. These factors could be investigated and compared when linked to Instagram ads and their influence on people. This study can be highly beneficial for cosmetic brands in determining the effectiveness of Instagram ads. It helps these brands identify the most important factors that consumers seek in ads, enabling them to create more personalised and targeted ads for their followers.