A study of the relationship between using Instagram and purchase intention

Abstract

This study has two main aims. The first is to investigate the relationship between people's purchase intentions and how they use Instagram. The second is to use the results as a guide to applying Instagram as an effective marketing tool. This is a quantitative study based on data collected via questionnaire from 400 Instagram users. These Instagram users are all between the ages of 18 and 34 and live in Bangkok, Thailand. The data were statistically analysed using methods such as descriptive statistics and structural equation modelling. The results showed that the factors influencing people's purchase intentions are: 1) the recreational message; 2) the involvement in the recreational message; 3) commercial advertising; 4) the group to which people aspire to belong; 5) perceived ease of use.