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

Hale Fulya Yüksel and Erkan Akar
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Hale Fulya Yüksel: Afyon Kocatepe University, Turkey
Erkan Akar: Afyon Kocatepe University, Turkey

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2021, vol. 12, issue 1, 84-101

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.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:12:y:2021:i:1:p:84-101

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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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