The Effect of Instagram Fashion Advertising Usage and Demographic Variables on Gen Y’s Purchase Intention: A South African TAM-based Study

Abstract

Instagram has become increasingly popular, especially among Gen Y or Millennials, who are among the heaviest users of this social networking service. Instagram has also become an essential component for consumers in industries ranging from fashion to beauty to travel and beyond. Marketers are using the platform to drive up company sales, customer engagement, and awareness. The expanding number of users on Instagram has made the platform a popular site for branding and an advisable tool for advertising businesses among young consumers. This research aims to identify the worth of Instagram advertising for fashion businesses and brands to capture the interest of young consumers, which in this study is represented by Gen Y in a developing nation, namely South Africa (SA).Therefore, the research considered the effect of the technology acceptance model (TAM), Instagram usage, and demographical variables on purchase intention due to Instagram fashion advertising among South African Gen Y. The inquiry applied a descriptive and quantitative methodology, utilising non-probability sampling techniques and a web-based survey to gather data from 345 Gen Y consumers who were exposed to fashion advertising on Instagram. The results show positive perceived usefulness and purchase intention, and perceived ease of use and perceived usefulness associations, but did not support the perceived ease of use and purchase intention association. Gen Y consumers who used Instagram multiple times a day, for longer durations, were less experienced and displayed higher levels of purchase intention due to Instagram fashion advertising. This study increases the theoretical knowledge of the TAM and makes practical contributions to the use of Instagram advertising by fashion retailers.