Influencing the Cart: The Impact of Instagram on Consumer Buying Behaviour in Pakistan’s Fashion Industry

This research investigates the effect of Instagram on the buying behaviour of consumers within the Pakistani fashion industry. Addressing the gap in localised literature, this research aimed to examine how Instagram activities impact purchasing decisions and perceptions of consumers. It also analyses the role of platforms in shaping attitudes towards fashion brands. It included variables such as brand image and brand awareness. The researcher in this study opted for a quantitative research approach. A survey-based approach was employed, and data was collected from 209 active users of Instagram in Lahore. The research was primarily focused on students. The data analysis, utilising SPSS for descriptive statistics, regression, and correlation, revealed a significant positive correlation (r=0.384, p<0.0001) between Instagram and consumer buying behaviour. The key findings of the research indicated that engaging and up-to-date visual content strongly drive buying behaviour. It also enhances the trust in the brand and contributes towards a clearer image of the brand. Most of the respondents in the research were found to prioritise transparency in prices and aesthetics. The research has also highlighted a unique preference for local Pakistani fashion brands. Consequently, Instagram serves as a powerful and multifaceted platform that shapes consumers' purchasing decisions and psychology. It also transforms passive browsing into active browsing, along with emotionally driven consumption due to Instagram.