INFLUENCING CONSUMERS’ PURCHASE INTENTIONS VIA INSTAGRAM: A SYSTEMATIC LITERATURE REVIEW

In an era dominated by digital connectivity, Instagram has become an important platform for shaping consumer behavior and influencing purchase intentions. This systematic literature review (SLR) synthesizes findings from 112 peer-reviewed studies, published between 2015 and 2025, to identify the primary antecedents that influence purchase intentions on Instagram. Using the PRISMA framework, the review categorizes key drivers such as electronic word-of-mouth (eWOM), trust, value, credibility, content quality, user engagement, and parasocial interactions. Methodological trends indicate a predominance of quantitative research, particularly online surveys and experimental designs, while the Parasocial Interaction Theory (PSI) stands out as the most frequently applied theoretical lens. The review also explores the differential impact of influencer marketing and paid advertisements, emphasizing authenticity, content relevance, and interactivity as critical determinants of effectiveness. Practical implications for marketers include strategic content customization, leveraging influencer relationships, and optimizing ad formats to enhance user experience and drive conversions. Finally, the study highlights current research gaps and suggests future directions, particularly the need to examine other social media platforms, content types, and cross-generational responses. This SLR contributes to both academic research and practical implications in digital marketing by offering a comprehensive, evidence-based understanding of how consumers’ purchase intentions can be influenced on Instagram.