The influence of Instagram advertisements on generation Z buying behaviour

This paper sheds light on some investigation ideas based on the influence of Instagram adverts in generation Z buying behaviour. In recent years, society has become more and more digital. Consequently, generation Z, born surrounded by technology, is the one that uses smartphone the most and simultaneously Instagram, being involuntarily in contact with several adverts. This paper´s methodology is based on a literature review, approaching recent qualitative and quantitative studies. Considering the importance of digital influence in society – especially among social media – it is important to focus future research on gen Z’s interaction with Instagram and its impact on the relationship with brands. Due to the lack of previous studies regarding the subject, this investigation has an exploratory purpose, based on previous conclusions of studies related to Millennials. These seem to suggest a positive connection towards advertisement on Instagram. The authors attempt to provide clues for future investigations that consider gen Z. Finally, for the future, the authors recommend verifying a possible continuation of a positive relation towards Instagram ads with gen Z or, even if buying behaviour changes among the considered consumers.