DIGITAL MARKETING AND SALES: THE IMPACT OF INSTAGRAM ON THE CONSUMER BUYING DECISION PROCESS

Abstract

With the advancement of digital technology, consumer behavior and the search for products and services have undergone significant changes, prompting companies to strengthen their positioning strategies and relationships with their target audience. In this context, Instagram has become one of the primary tools used in digital marketing to attract potential customers known as leads and convert them into actual buyers through interactions between brands and consumers that influence the perception and purchasing decisions of specific audiences. Given this overview, the present study aims to analyze the process of influencing the purchasing decision of Instagram users, highlighting the main factors that impact this purchasing journey and the relevance of this platform to current consumer behavior. Based on this premise, a bibliographic research approach was employed, grounded in books, scientific articles, dissertations, and other publications related to digital marketing and consumer behavior on social media. It was found that the platform utilizes social patterns and mechanisms, such as social proof, engagement, and algorithms, to play a crucial role in all phases of the digital consumer’s decision-making process in today’s society.