Consumers’ Impulse Buying Behaviour on Instagram: A Study Examining the Features and Factors That Encourage Impulse Buying

Abstract

Instagram is the most popular and emerging social media platform. It accommodates more than a billion active users. This makes it extremely conducive for businesses to conduct their revenue generating activities and reach segments of the market that they would not otherwise be able to. One of the most vital and interesting phenomena that Instagram businesses have noticed is the impulse buying surge of their consumers. Instagram has become the epitome of online promotions of products and services, there are features and tactics to encourage impulse buying. Understanding these features and tactics to develop more effective strategies for brands becomes essential. This study attempts to investigate the elements and characteristics that influence consumers' impulsive purchasing behaviour.