Impact of Instagram marketing on consumer purchase intention in e-commerce : the roles of trust and engagement

Abstract

The fast emergence of e-commerce as well as the proliferation of instagram has resulted in significant changes in the way consumers engage with brands and make purchases online. Although it is generally acknowledged that the social media marketing has a direct effect on consumer behaviour, the specific factors through which such effects take place are still being explored. The purpose of this thesis is to investigate the impact of Instagram marketing on consumers' purchase intention in the case of e-commerce with a focus on mediating role played by the elements of trust and engagement. The present study used a quantitative cross-sectional survey involving 119 active users of Instagram with previous online purchasing experience. Correlation and regression analysis was performed on the data obtained from the survey. It was found that Instagram Marketing had a positive impact on Purchase Intention, both direct and indirect.