IMPACT OF INSTAGRAM ADVERTISINGON CONSUMER BEHAVIOUR

Abstract

The study was conducted in order to understand the impact of Instagram advertising on consumer behaviour of the Punjab Region. The aim of the study is to analyse the impact of advertisement shown on Instagram on their purchase decision. What attitude consumers have towards the advertising on Instagram? The results revealed that Instagram advertising helps the consumer in their purchase decision and even pushes them towards impulse buying. Moreover the mean value of consumer attitude towards these advertising indicates that they have highly positive attitude towards the Instagram advertising. In addition to this there is no significant difference between the attitude of males and females towards the Instagram advertising. There is significance difference between the attitudes of consumers falling under different age groups. Further adding there is no significance difference between the perceptions of consumers having different family income towards these Instagram advertising.