Instagram's Growing Impact on Consumer Behaviour:A Bibliometric and Systematic Literature ReviewLeading to Future Research Directions
With its unique visual appeal and engaging features like Stories and Reels, Instagram has significantly shaped consumer behaviour. This paper embarks on an analysis of the multifaceted relationship between Instagram and consumer behaviour. By combining bibliometric analysis and Systematic Literature Review, we identify key themes and lay the foundation for future research at the intersection of consumer behaviour and Instagram. The practical implications of our findings for businesses in the digital landscape are profound, equipping them with valuable insights for strategic decision-making.
Authors
- Purnendu Shekhar Pandey (ORCID: https://orcid.org/0000-0003-1276-5388)
- Vir Ved Ratna (ORCID: https://orcid.org/0000-0002-7428-3731)
- Anil Kumar (ORCID: https://orcid.org/0000-0002-1691-0098)
- Anupam Saxena (ORCID: https://orcid.org/0009-0000-4052-5774)
- Chandraketu Singh
Institutions
- IIHMR University (IN)
- Jaipuria Institute of Management (IN)
Publication Details
- Journal
- International Journal of Accounting and Economics Studies
- Published
- 2026-02-12
- DOI
- https://doi.org/10.14419/9pgjsq85
- Primary Topic
- Digital Marketing and Social Media
- Type
- article
- Field-Weighted Citation Impact
- 0.00