The Effect of Instagram Unsolicited Advertisements on Consumers Buying Decision: Evidence From Youth in Dar Es Salaam

This study examines the influence of unsolicited advertisements on Instagram on consumers’ buying decisions, with a particular focus on youth in Dar es Salaam, Tanzania. The rapid growth of Instagram as a visual and interactive social media platform has transformed it into a key marketing channel, where users are frequently exposed to unsolicited promotional content. Using an explanatory research design, the study integrates both quantitative and qualitative approaches. Primary data were collected from 75 respondents through structured questionnaires and interviews, while secondary data were obtained through desk reviews. Descriptive analysis, supported by content analysis, was employed to interpret the findings. The results indicate that Instagram plays a significant role in shaping purchasing behavior among youth, with approximately 80% of respondents reporting that they have accessed goods or services through the platform. Sponsored advertisements and Reels emerged as the most dominant forms of unsolicited ads. In terms of content, business-oriented advertisements accounted for the largest proportion (44%), followed by entertainment content (36%), which strongly influences emotional engagement and purchase intention. Other content categories, including affective, modeling, health and wellness, and educational advertisements, showed relatively lower influence. The findings further reveal that while unsolicited ads enhance product visibility and stimulate purchasing decisions, concerns remain regarding misleading information and consumer protection. The study contributes theoretically by applying the AIDA Model and Social Media Theory to explain how unsolicited advertisements attract attention, stimulate interest, create desire, and ultimately drive action within a digital environment. Practically, the findings provide insights for policymakers, platform regulators, and marketers on improving transparency, ethical advertising practices, and effective digital marketing strategies. Overall, the study underscores the growing impact of unsolicited Instagram advertisements on youth purchasing decisions in emerging economies.