Factors affecting buying decision of college students on instagram

Abstract

This research investigates what drives college students to buy products from Instagram particularly within the areas of casual apparel and electronics. The research utilizes Hawkins Stern's Impulse Buying Theory along with the Theory of Reasoned Action (TRA) for identifying the major drivers behind college student purchase decisions. The literature review establishes that social media influencers along with visual appeal, platform-specific targeting and peer pressure and psychological factors affect how college students buy things online. This study investigates how spontaneous purchase behavior emerges from Instagram features and the impact of customer purchasing impulsiveness on social media platforms. The research investigates how product categories between casual clothing and electronics items affect student behavioral reactions to spontaneous purchasing. E-commerce platforms should implement the strategic recommendations which aim to enhance college student engagement and online purchasing action rates. The report enhances knowledge about social media effects on consumer behavior which provides practical guidelines for brands to better serve Instagram college students.