INFLUENCE OF INSTAGRAM ADVERTISING ON CONSUMER PURCHASE DECISION IN ADO-EKITI METROPOLIS

Abstract

The digital transformation of marketing has made social media a dominant force shaping consumer 
decisions. In Nigeria, platforms such as Instagram are redefining how brands engage customers and 
influence purchases. Yet, limited empirical evidence exists on its effects on predicting customers' 
purchase decisions in a state capital like Ado-Ekiti, given the influx of investors, businesses, and the 
alarming population in the state capital. This study, therefore, examined the effect of Instagram 
advertising on consumers’ purchase decisions in Ado-Ekiti metropolis. The study is anchored in the 
Theory Acceptance Model. A descriptive survey design was used, and data were collected via 
structured questionnaires administered to 519 active Instagram users; 420 completed questionnaires 
were used for the study. The data were processed using descriptive statistics and Structural Equation 
Modelling (SEM). Findings revealed that Instagram advertising platforms influenced consumer 
purchasing decisions to a small but significant extent. The inability of Instagram advertising to meet 
customer expectations for consumer purchase decisions in Ado-Ekiti will persist unless the ads are 
more relevant, credible, and emotionally engaging. Therefore, it is recommended that marketers avoid 
wrong negative loading that might be counterproductive.