Tactics for Influencing the Consumer Purchase Decision Process Using Instagram Stories-Reference-Cited by-同舟云学术

Tactics for Influencing the Consumer Purchase Decision Process Using Instagram Stories

Published:2022-05-13 Issue: Volume: Page:458-477
ISSN:
Container-title:Research Anthology on Social Media Advertising and Building Consumer Relationships
language:
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Author:

Yüksel Hale Fulya¹^ORCID,Akar Erkan¹

Affiliation:

1. Afyon Kocatepe University, Turkey

Abstract

The purpose of this study is to put forth tactics to influence the consumer purchase decision process by using Instagram Stories tools. The tactics are handled with successful examples from around the world. Analysis of the examples reveal that many powerful tools of Instagram Stories such as different camera modes, face filters, stickers, live video, “see more” links, shopping stickers, hashtags, etc. can be used to accomplish business goals like driving online and in-store sales, promoting apps, raising brand awareness, generating leads, gathering follower feedback, and retaining customers by influencing consumers at every stage of the purchase decision process.

Publisher

IGI Global

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