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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: © 2022 |Pages: 20
ISBN13: 9781668462874|ISBN10: 1668462877|EISBN13: 9781668462881
DOI: 10.4018/978-1-6684-6287-4.ch026
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MLA

Yüksel, Hale Fulya, and Erkan Akar. "Tactics for Influencing the Consumer Purchase Decision Process Using Instagram Stories: Examples From Around the World." Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, IGI Global, 2022, pp. 458-477. https://doi.org/10.4018/978-1-6684-6287-4.ch026

APA

Yüksel, H. F. & Akar, E. (2022). Tactics for Influencing the Consumer Purchase Decision Process Using Instagram Stories: Examples From Around the World. In I. Management Association (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 458-477). IGI Global. https://doi.org/10.4018/978-1-6684-6287-4.ch026

Chicago

Yüksel, Hale Fulya, and Erkan Akar. "Tactics for Influencing the Consumer Purchase Decision Process Using Instagram Stories: Examples From Around the World." In Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, 458-477. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-6287-4.ch026

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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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