An analysis of the impact of Instagram user accessibility & peer influence on consumer purchasing behaviour: Investigation within the social media retail industry
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.