Investigating the Consumers’ Attitudes towards Marketing on Instagram

Instagram is an emerging digital promotion platform which is used by the marketers for promoting their products online. The study is an extension of marketing on social media platforms. The paper aims to identify the different factors that help in the formation of the consumers’ attitudes towards marketing on Instagram. The results of the study determine six factors that reflect the attitude of consumers towards marketing on Instagram. The six factors are: Usage of Instagram, Knowledge about Instagram, Effect of Instagram on Decision Making, Following on Instagram, Future of Social Media and Fear of Marketing. The paper concludes with important implications for the practitioners, limitations of the study and future research directions.