Effects of emotion on instagram users’ purchase decisions in the era of digitalization

Technological progress has experienced exponential growth over the last two decades, particularly in the realm of online social networking sites. This has led to a transformation in customer behavior and the social customer journey, necessitating the adoption of digital experiences by customers. Moreover, digital technologies continue to drive the development of new and improved means of communication on platforms like Instagram and other social media sites. This digital revolution holds great promise and potential for Instagram users, marketers, and opinion leaders. The fast-paced and competitive fashion sector has recognized the economic benefits that Instagram offers. Fashion products can capture consumers’ attention immediately and persuasively, a feature that may not be as effective in traditional shopping. However, research examining the impact of five variables, namely eWOM, emotional value, quality, perceived usefulness, and trust, on Instagram users’ purchasing decisions has been limited. Thus, this study aimed to assess the framework using structural equation modeling (SEM) based on responses from Instagram users. The study conducted online surveys to gain insights into Instagram users’ interactions with these digital technologies. The findings indicate that Instagram users’ perceptions of emotional worth, quality, and eWOM have a positive and statistically significant impact on their purchase decisions. Additionally, perceived emotional value and trust emerged as crucial factors for Instagram users when making purchase decisions. The study holds significant implications for online merchants and customers as they navigate the rapid pace of digital transformation. The research makes a valuable contribution to the body of knowledge, particularly in understanding consumer attitudes towards fashion-related social media commerce.