An analysis of the impact of Instagram user accessibility & peer influence on consumer purchasing behaviour: Investigation within the social media retail industry
Abstract
This study explored Instagram consumer behaviour focusing on two key elements, user
accessibility and peer influence. This paper argued that research into the topic was limited
therefore, investigated the direction of social media analysing the history and background to
determine how it is affecting the behaviour of consumers. Additionally, the value of fashion to
millennials identified the effect of the short life spans of garments which acted as a contributing
factor to purchase new items regularly. Through conducting two forms of people research this
study established the behaviour and motivations towards consumer purchases which identified
important trends within the research group. The key results suggest that consumer attitudes are
influenced by each other and their accessibility to the clothing which is enhanced through
Instagram features which enable users to shop quicker and easier. This study concludes by
recognising the change in online purchasing as a result of Instagram entering the market by
introducing new ways to buy.