The Role of Instagram in Shaping Consumer Decisions: Literature Review and Insights from Neuromarketing Studies

Abstract

This study conducts a systematic literature review to explore the patterns in online consumer decision-making influenced by stimuli provided on Instagram. The social media platform has been used by marketers heavily and has significantly affected the online consumer engagement process. Decision-making among consumers can be driven by how the information is processed both consciously and subconsciously, which is where the principles of neuromarketing are applied. Content on Instagram, including posts, storytelling, product reviews, and testimonials, can prompt consumers to make quick purchasing decisions. The review was based on journal articles sourced from Scopus, Science Direct, Google Scholar, Emerald, and Research Gate, out of which 100 articles were initially found, and 50 were selected for detailed analysis. The study utilizes theories and concepts related to consumer decision processes, learning mechanisms in consumer behaviour, and neuromarketing. Upon examining the selected publications, the main contributions are grouped into three categories: 1) Studies that define and describe the application of neuromarketing in consumer behaviour particularly in consumer decision making caused by Instagram content; 2) Research that identifies how Instagram content could become a strong stimulus and affect in decision-making processes; 3) Investigations that analyse how the consumer processes information.