Exploring the Influence of Instagram Advertising on Consumer Decision-Making: Case Study of Sialkot

Abstract

Instagram is a social media app that’s currently ranked 4, boasting a notable 38% user engagement. Over time, a lot of people have figured out that Instagram can be a great tool for selling products. This study takes a closer look at how Instagram ads shape our choices as consumers using a quantitative approach. They surveyed 112 people from UMT, Sialkot, using a stratified random sampling method to get a good mix of opinions. By collecting data through a questionnaire and analyzing it with SPSS software, the research aims to understand how these ads really influence what we decide to buy. The results really highlight how much Instagram ads impact what we buy and how we engage with brands. A good number of people, about 52.7%, feel that these ads strongly influence their purchasing decisions. Plus, 42.9% of respondents often end up buying products after seeing them advertised, and 41.1% are likely to follow brands they see in ads. When it comes to influencers on Instagram, their impact is also significant. Around 33.9% of people say that influencers have a very strong effect on them buying choices, with 20.5% feeling an extreme influence from them. All in all, it’s clear that both Instagram ads and influencer promotions play a big role in shaping what consumers decide to buy.