INSTAGRAM INFLUENCE ON THE CONSUMPTION BEHAVIOUR OF FEMALE STUDENTS IN KSA

Abstract

The advent of social media, and specifically Instagram, has shifted Marketing focus, and consequently consumer behaviour. The purpose of this study is to measure the level of influence Instagram has on female college students’ consumption habits in KSA in order to help companies in enhancing their digital content on Instagram, by providing a deep analysis of the effectiveness of different digital marketing instruments. This study has combined qualitative and quantitative data, for a deeper analysis and understanding of this problem. The data were collected from 103 female students from Effat University and King Abdulaziz University, Jeddah, and from three digital Marketing managers. The results indicate the positive influence of Instagram advertisements on students’ consumption behaviour. However, those advertisements can only have an influence within the limits each student offers.