The Impact of Advertising on Instagram Toward Consumers’ Purchase Intention

Abstract

This research aims to investigate the impact of advertising on Instagram on consumer purchase intentions using the Scopus database, covering the time from 2015 to 2024. Furthermore, this research provides recommendations for additional potential domains of investigation and advances in this discipline. Utilizing VOSviewer software, 50 articles underwent bibliometric analysis to visualize patterns such as keyword occurrences. The research underscores the dominance of quantitative methodologies, comprising 84% of the research approaches, while qualitative methods remain underexplored. The findings highlight that consumer purchase intentions are influenced by complex factors, including consumer behavior, brand strategy, social media, advertising, and product involvement, and several trend issues were obtained, including time risk, brand awareness, Gen Z, attitude, online advertising, brand strategy, and consumer behavior. Understanding these dynamics is crucial for marketers to design effective strategies that attract and fulfill consumer needs, ultimately driving profitable purchasing decisions. The study suggests a critical need for future research to integrate qualitative approaches and deepen exploration into the impact of Instagram advertising on consumer behavior, providing insights for more effective marketing strategies and scientific advancements in this field.