Tactics for Influencing the Consumer Purchase Decision Process Using Instagram Stories: Examples From Around the World

Tactics for Influencing the Consumer Purchase Decision Process Using Instagram Stories: Examples From Around the World

Hale Fulya Yüksel, Erkan Akar
Copyright: © 2021 |Pages: 18
DOI: 10.4018/IJCRMM.2021010105
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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.
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Consumer Purchase Process In The Digital Era

The traditional consumer purchase process consists of five stages including problem/need recognition, information search, evaluation of alternatives, purchase decision and post purchase evaluation (Engel, Blackwell & Miniard, 1990; Butler & Peppard, 1998; Teo & Yeong, 2003; Park & Cho, 2012; Wolny & Charoensuksai, 2014). The effects of the digital revolution on these stages may be summarized as shown in Table 1.

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