Drawing from the stimulus–organism–response framework and advertisement value theory, this study investigates how Instagram advertisements influence consumers’ impulse buying behaviour among young Instagram users. The study was conducted among young Instagram users who were randomly selected from Kerala, India. The data were collected from 200 sample respondents using a structured questionnaire. The data were analysed using the structural equation model. The finding of the study reveals that ad value elements, namely informativeness and credibility, influence impulse buying intentions among young Instagram users. The current study’s outcome will be helpful to enhance social media marketing initiatives, particularly on Instagram. The results will be useful in identifying which aspects should receive more attention and how much weight should be assigned to each when designing, creating and implementing promotional content on Instagram. The study looked at how young users’ impulsive buying intentions are impacted by perceived value aspects in Instagram advertisements. Since young people make up the bulk of Instagram users, the study’s factors are examined with young Instagram users. The tested variables can be used by social media platforms, marketers, and producers of promotional content to analyse, test, and oversee social media advertising campaigns.
AbdelsalamS., SalimN., AliasR. A., & HusainO. (2020). Understanding online impulse buying behavior in social commerce: A systematic literature review. IEEE Access, 8, 89041–89058. https://doi.org/10.1109/ACCESS.2020.2993671
2.
AitkenR., GrayB., & LawsonR. (2008). Advertising effectiveness from a consumer perspective. International Journal, 2(27), 279–297.
3.
AkramU., HuiP., KhanM. K., YanC., & AkramZ. (2018). Factors affecting online impulse buying: Evidence from Chinese social commerce environment. Sustainability, 10(2). https://doi.org/10.3390/su10020352
4.
AktanM., AydoğanS., & AysunaC. (2016). Web advertising value and students’ attitude towards web advertising. European Journal of Business and Management, 8(9), 86–97. https://www.researchgate.net/publication/311767855
5.
Al-zyoudM. F. (2018). Does social media marketing enhance impulse purchasing among female customers: Case study of Jordanian female shoppers. Journal of Business and Retail Management Research (JBRMR), 13(2), 135–151.
6.
AragoncilloL., & OrúsC. (2018). Impulse buying behaviour: An online–offline comparative and the impact of social media. Spanish Journal of Marketing—ESIC, 22(1), 42–62. https://doi.org/10.1108/SJME-03-2018-007
7.
AshleyC., & TutenT. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar
8.
Azad MoghddamH., CarlsonJ., WyllieJ., & Mahmudur RahmanS. (2024). Scroll, stop, shop: Decoding impulsive buying in social commerce. Journal of Business Research, 182, 114776. https://doi.org/10.1016/j.jbusres.2024.114776
9.
BagozziR. P. (1986). Principles of marketing management. Science Research Associates. https://doi.org/10.2307/2224326
10.
BasuroyT. (2025). Social media usage in India: Statistics and facts. Statista. https://www.statista.com/topics/5113/social-media-usage-in-india/#topicOverview
11.
BoujenaO., UlrichI., ManthiouA., & GodeyB. (2021). Customer engagement and performance in social media: A managerial perspective. Electronic Markets, 31(4), 965–987. https://doi.org/10.1007/s12525-020-00450-3
12.
BrackettL. K., & CarrB. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23–32. http://search.ebscohost.com/login.aspx?direct=true&db=epref&AN=JAR.DA.BC.BRACKETT.CAVOM&lang=fr&site=bsi-live
13.
ChakrabartyS., & YelkurR. (2006). The effects of ad irritation on brand attitudes. Journal of Promotion Management, 11(2–3), 37–48. https://doi.org/10.1300/J057v11n02_04
14.
ChuS. C., KamalS., & KimY. (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158–174. https://doi.org/10.1080/20932685.2013.790709
15.
CoulterR. A., ZaltmanG., & CoulterK. S. (2001). Interpreting consumer perceptions of advertising: An application of the Zaltman metaphor elicitation technique. Journal of Advertising, 30(4), 1–21. https://doi.org/10.1080/00913367.2001.10673648
16.
DavidV. (2015). Electronics and Computing in Textiles. Bookboon.
17.
De JansS., CaubergheV., & HuddersL. (2019). How an advertising disclosure alerts young adolescents to sponsored vlogs: The moderating role of a peer-based advertising literacy intervention through an informational vlog. Journal of Advertising, 1–17. https://doi.org/10.1080/00913367.2018.1539363
18.
DixonS. J. (2024). Distribution of Instagram users worldwide as of April 2024, by age group. Statista. https://www.statista.com/statistics/325587/instagram-global-age-group/
19.
DucoffeR. H. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022
20.
DucoffeR. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21–35.
21.
DwivediY. K., IsmagilovaE., HughesD. L., CarlsonJ., FilieriR., JacobsonJ., JainV., KarjaluotoH., KefiH., KrishenA. S., KumarV., RahmanM. M., RamanR., RauschnabelP. A., RowleyJ., SaloJ., TranG. A., & WangY. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(June2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
22.
ErogluS. A., MachleitK. A., & DavisL. M. (2001). Atmospheric qualities of online retailing. Journal of Business Research, 54(2), 177–184. https://doi.org/10.1016/s0148-2963(99)00087-9
23.
FF., & SaputraG. G. (2023). Factors in influencer marketing that affect generation Z’s impulse buying behavior on Instagram. Sinergi: Jurnal Ilmiah Ilmu Manajemen, 13(2), 66–75. https://doi.org/10.25139/sng.v13i2.6683
24.
FengZ., Al MamunA., MasukujjamanM., & YangQ. (2023). Modeling the significance of advertising values on online impulse buying behavior. Humanities and Social Sciences Communications, 10(1), 1–17. https://doi.org/10.1057/s41599-023-02231-7
25.
FerinaN., AgungA., SriG., & ProfessorD. (2019). Opportunities and challenges of Instagram algorithm in improving competitive advantage. International Journal of Innovative Science and Research Technology, 4(1), 743–747.
26.
FernandesT., & OliveiraR. (2024). Brands as drivers of social media fatigue and its effects on users’ disengagement: The perspective of young consumers. Young Consumers, 25(5), 625–644. https://doi.org/10.1108/YC-09-2023-1873
27.
FornellC., & LarckerD. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
28.
GaberH. R., WrightL. T., & KooliK. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business and Management, 6(1). https://doi.org/10.1080/23311975.2019.1618431
29.
GrigsbyJ. L., JewellR. D., & CampbellC. (2021). Have your cake and eat it too: How invoking post-purchase hyperopia mitigates impulse purchase regret. Marketing Letters, 32(1), 75–89. https://doi.org/10.1007/s11002-020-09536-6
30.
HerrandoC., & Martín-De HoyosM. J. (2022). Influencer endorsement posts and their effects on advertising attitudes and purchase intentions. International Journal of Consumer Studies, 46(6), 2288–2299. https://doi.org/10.1111/ijcs. 12785
31.
HochS. J., & LoewensteinG. F. (1991). Time-inconsistent preferences and consumer self-control. Journal of Consumer Research, 17(4), 492–507. https://doi.org/10.1086/208573
32.
KumarS., YadavR., & SharmaS. (2022). Emotional engagement and impulse buying behavior in social media: The role of Instagram Stories and Reels. Journal of Consumer Research, 7(49), 1268–1282. https://doi.org/https://doi.org/10.1093/jcr/ucab077
33.
LinX., FeathermanM., BrooksS. L., & HajliN. (2019). Exploring gender differences in online consumer purchase decision making: An online product presentation perspective. Information Systems Frontiers, 21(5), 1187–1201. https://doi.org/10.1007/s10796-018-9831-1
34.
LiuC.-L., SinkovicsR. R., PezderkaN., & HaghirianP. (2012). Determinants of consumer perceptions toward mobile advertising—A comparison between Japan and Austria. Journal of Interactive Marketing, 26, 21–32. https://doi.org/10.1016/j.intmar.2011.07.002
35.
LoureiroS. M. C., GuerreiroJ., EloyS., LangaroD., & PanchapakesanP. (2019). Understanding the use of virtual reality in marketing: A text mining-based review. Journal of Business Research, 100, 514–530. https://doi.org/10.1016/j.jbusres.2018.10.055
36.
MacKenzieS. B., & LutzR. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48. https://doi.org/10.2307/1251413
37.
Martínez-LópezF. J., Anaya-SánchezR., Aguilar-IllescasR., & MolinilloS. (2020). Online brand communities and social media features: An empirical study of influencer marketing effectiveness. Journal of Business Research, 119, 321–328.
38.
MartinsJ., CostaC., OliveiraT., GonçalvesR., & BrancoF. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047
39.
McCloskeyD. (2004). Evaluating electronic commerce acceptance with the technology acceptance model. The Journal of Computer Information Systems, 2(44), 49–57.
40.
MehrabianA., & RussellJ. A. (1974). An approach to environmental psychology. MIT Press.
41.
MoesA., FransenM., FennisB., VerhagenT., & van VlietH. (2022). In-store interactive advertising screens: The effect of interactivity on impulse buying explained by self-agency. Journal of Research in Interactive Marketing, 16(3), 457–474. https://doi.org/10.1108/JRIM-03-2021-0097
42.
NunnallyJ. C. (1978). Psychometric theory. McGraw-Hill, Inc.
43.
NyrhinenJ., SirolaA., KoskelainenT., MunnukkaJ., & WilskaT. A. (2024). Online antecedents for young consumers’ impulse buying behavior. Computers in Human Behavior, 153, 108129. https://doi.org/10.1016/j.chb.2023.108129
44.
OzcelikA. B., & VarnaliK. (2019). Effectiveness of online behavioral targeting: A psychological perspective. Electronic Commerce Research and Applications, 33. https://doi.org/10.1016/j.elerap.2018.11.006
45.
QinC., LiY., WangT., ZhaoJ., TongL., YangJ., & LiuY. (2024). Too much social media? Unveiling the effects of determinants in social media fatigue. Frontiers in Psychology, 15(July). https://doi.org/10.3389/fpsyg.2024.1277846
46.
RindfleischA., MalterA. J., GanesanS., & MoormanC. (2008). Cross-sectional versus longitudinal survey research: Concepts, findings, and guidelines. Journal of Marketing Research, 45, 261–279. https://doi.org/10.1509/jmkr.45.3.26
47.
RodgersS., ThorsonE., & JinY. (2009). Social science theories of traditional and Internet advertising. In An integrated approach to communication theory and research (pp. 198–219). Routledge.
48.
RookD. W., & FisherR. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313. https://doi.org/10.1086/209452
49.
SaadeghvaziriF., & HosseiniH. K. (2011). Mobile advertising: An investigation of factors creating positive attitude in Iranian customers. African Journal of Business Management, 5(2), 394–404. https://doi.org/10.5897/AJBM10.431
50.
SalamehN. (2024). The impact of Instagram advertisements on impulse buying behavior: A survey study in the Syrian context. Journal of Xi’an Shiyou University, 20(12). http://xisdxjxsu.asia
51.
SaternusZ., WeberP., & HinzO. (2022). The effects of advertisement disclosure on heavy and light Instagram users. Electronic Markets, 32(3), 1351–1372. https://doi.org/10.1007/s12525-022-00546-y
52.
ShamimK., & AzamM. (2024). The power of social media influencers: Unveiling the impact on consumers’ impulse buying behaviour. Humanities and Social Sciences Communications, 11(1), 1–11. https://doi.org/10.1057/s41599-024-03796-7
53.
SharmaA., DwivediR., MarianiM. M., & IslamT. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180. https://doi.org/10.1016/j.techfore.2022.121731
54.
ShewaleR. (2024). Instagram statistics: Global demographics and trends (2024). https://www.demandsage.com/instagram-statistics
55.
SinghP., SharmaB. K., AroraL., & BhattV. (2023). Measuring social media impact on impulse buying behavior. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2262371
56.
TaylorD. G., LewinJ. E., & StruttonD. (2011). Friends, fans, and followers: Do ads work on social networks?Journal of Advertising Research, 51(1), 258–275. https://doi.org/10.2501/jar-51-1-258-275
57.
TaylorG. (2011). The informativeness of on-line advertising. International Journal of Industrial Organization, 29(6), 668–677. https://doi.org/10.1016/j.ijindorg.2011.03.001
58.
TsangM. M., HoS.-C., & LiangT.-P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65–78. http://www.jstor.org/stable/27751107
59.
VardhanR. D. S., MadhavanS. P., & GuptaD. (2021). Purchase decisions of brand followers on Instagram. In SenjyuA., MahalleT., PerumalP. N., & JoshiT. (Eds), Smart innovation, systems and technologies (Vol. 196, pp. 581–587). Springer. https://doi.org/10.1007/978-981-15 -7062-9_58
60.
WooL. J., & SuessmairA. (2024). Purchase intention and attitude towards advertisements on Instagram: An empirical study using Instagram stories. International Journal of Economics and Business Research, 27(3), 434–471. https://doi.org/10.1504/IJEBR.2024.138074
61.
WangY., & SunS. (2010). Examining the role of beliefs and attitudes in online advertising. International Marketing Review, 27, 87–107. https://doi.org/10.1108/02651331011020410
62.
XiaY., & YangY. (2019). RMSEA, CFI, and TLI in structural equation modeling with ordered categorical data: The story they tell depends on the estimation methods. Behavior Research Methods, 51(1), 409–428. https://doi.org/10.3758/s13428-018-1055-2
63.
XuD. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9–19. https://doi.org/10.1080/08874417.2007.11645949
64.
XuH., ZhangK. Z. K., & ZhaoS. J. (2020). A dual systems model of online impulse buying. Industrial Management and Data Systems, 120(5), 845–861. https://doi.org/10.1108/IMDS-04-2019-0214
65.
YangB., KimY., & YooC. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345–1352. https://doi.org/10.1016/j.jbusres.2012.02.035
66.
YanK.-Q., WangS.-C., & WeiC.-H. (2003). Personalized advertising recommend mechanism for the mobile user. Journal of Applied Sciences, 4(1), 118–125. https://doi.org/10.3923/jas.2004.118.125
67.
YangP., ShengH., YangC., & FengY. (2024). How social media promotes impulsive buying: Examining the role of customer inspiration. Industrial Management and Data Systems, 124(2), 698–723. https://doi.org/10.1108/IMDS-05-2023-0343
68.
ZhouZ., & WongA. (2023). Effects of personalized Instagram advertising on impulse buying: The mediating role of ad relevance and platform aesthetics. International Journal of Consumer Studies, 47(3), 782–797.
69.
ZhuangG., TsangA. S. L., ZhouN., LiF., & NichollsJ. A. F. (2006). Impacts of situational factors on buying decisions in shopping malls: An empirical study with multinational data. European Journal of Marketing, 40(1–2), 17–43. https://doi.org/10.1108/03090560610637293
