Selling on Instagram: Factors that Determine the Adoption of Instagram Commerce

ABSTRACT

The relevance of social networks in recent years has been demonstrated at the business level. However, selling through social networks and more specifically on Instagram constitutes an emerging field of knowledge. Instagram commerce is part of the new means of social commerce, in which various companies all over the world sell their products and services, and Instagram is the second most preferred social media platform globally. The aim of this research is twofold: on the one hand, to demonstrate the influence of social networks on the purchasing decisions of individuals by focusing more on Instagram commerce, and on the other hand, to analyze the factors that drive purchases in the context of the development of sales in social businesses, more specifically, on Instagram in Palestine. For this purpose, an experimental situation was developed in which users answered a survey after watching a video. From this survey, the present study obtained 200 valid responses. The research model is evaluated through structural equation modeling (SEM). Results reveal the huge impact of social networks on consumer purchase intention. In this sense, there are several factors that mediate the growth of sales in social commerce, particularly on Instagram. The research has important implications for the theory and practice of Instagram commerce.

KEYWORDS:

• social commerce
• Instagram commerce
• social networks

Acknowledgments

The authors would like to offer thanks for the support provided by the Spanish Ministry of Science, Innovation and Universities, National R&D&I Plan and FEDER (B-SEJ-209-UGR18).

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the Spanish Ministry of Science, Innovation and Universities, National R&D&I Plan and FEDER [B-SEJ-209-UGR18].

Notes on contributors

Doaa Herzallah

Doaa Am Herzallah has a degree in International Business from the University of Derby (UK) and two masters, a Master in Marketing and Consumer Behavior, and a Master in Economics and Business Management from the University of Granada (Spain). Her main area of research and interest in the field of consumer behavior in social media.

Francisco Muñoz-Leiva

Francisco Muñoz-Leiva is full professor in Marketing and Market Research and holds a Ph.D. in Business Sciences from the University of Granada (Spain). His main research interest is Internet consumer behavior (eBanking, ePayment and eTourism), merchandising and, recently, neuromarketing.

Francisco Liébana-Cabanillas

Francisco Liébana-Cabanillas is full professor in Marketing and Market Research and holds a Ph.D. in Business Sciences from the University of Granada (Spain). His main research interest is Internet consumer behavior (eBanking, ePayment and Social Commerce), sustainable mobility and neuromarketing