Influence of Instagram Clothing Advertisements on the Purchase Decision of Female Youths

Emmanuel Olukunle  Olumuji; Ifedayo  Akinwalere; Daniel Gbolahan Akinrinola; Mofiyinfunoluwa Alayaki

Authors

Emmanuel Olukunle Olumuji Olabisi Onabanjo University
Ifedayo Akinwalere Olabisi Onabanjo University
Daniel Gbolahan Akinrinola Olabisi Onabanjo University
Mofiyinfunoluwa Alayaki Olabisi Onabanjo University

Keywords:

Female Youth, Instagram, Clothing Advertisement, Purchase-Decision

Abstract

The study explored the impact of Instagram clothing advertisements on the purchasing decisions of female youths aged 18–35 years in Nigeria. Guided by the Reception Theory, the study employed a survey research design, distributing structured questionnaires to 385 respondents selected via stratified random sampling. Data were analyzed to evaluate the frequency of Instagram use for clothing ads, the platform's appropriateness as an advertising medium, and strategies for effective clothing advertisements targeting female youths. The findings revealed that while Instagram is widely used for viewing and engaging with clothing advertisements, this interaction does not strongly translate into actual purchases. Most respondents cited product quality, price and brand reputation as key factors influencing their purchase decisions. Additionally, the study found that Instagram advertisements significantly enhance fashion trend awareness and inspire new styles among young women. However, their direct influence on purchase behavior is moderated by economic factors such as income and affordability. This study highlights the critical role of product characteristics and pricing strategies in shaping consumer choices within the social media landscape. The findings emphasize the need for advertisers to bridge the gap between high engagement rates and purchase conversions through targeted and incentive-driven advertising strategies.

Author Biographies

Emmanuel Olukunle Olumuji , Olabisi Onabanjo University

Dr. Olumuji, Emmanuel Olukunle is a Lecturer in Mass Communication at Olabisi Onabanjo University, Nigeria. With nearly two decades of teaching experience, he is also a media practitioner involved in training and humanitarian work. Holding degrees from the University of Jos, Usmanu Danfodiyo University, and FUNAAB, his research focuses on New Media, Participatory Journalism, Media and Society, and Media Education.

Ifedayo Akinwalere , Olabisi Onabanjo University

Dr Ifedayo Akinwalere is a lecturer in Mass Communication Department, Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria. He holds a PhD in Communication Studies from the Federal University of Agriculture, Abeokuta, M.Sc. and B.Sc. in Mass Communication from the University of Lagos, Nigeria.

Daniel Gbolahan Akinrinola, Olabisi Onabanjo University

Akinrinola Daniel G. is a Lecturer in the Department of Mass Communication, where he combines his passion for teaching and research. He has a strong academic foundation and a deep interest in general media studies. His academic journey reflects a commitment to excellence and a keen understanding of the evolving media landscape. Akinrinola is dedicated to fostering critical thinking and intellectual growth among students through engaging lectures and innovative teaching methods. As a researcher, he explores emerging trends, societal impacts, and the dynamic role of media in the digital age. He actively collaborates with fellow scholars, contributing valuable insights to academic discourse and addressing real-world challenges. Akinrinola is committed to advancing the field of mass communication and inspiring future scholars. His dedication, both inside and outside the classroom, makes him a vital member of the academic community and a key contributor to media education and research

Mofiyinfunoluwa Alayaki, Olabisi Onabanjo University

Alayaki, Elizabeth Mofiyinfoluwa is a Mass Communication graduate from Olabisi Onabanjo University with a strong foundation in journalism, media production, and digital communication. Passionate about storytelling, she strives to create impactful content that informs, entertains, and inspires. Eager to contribute to the media industry, she is committed to continuous learning and professional growth while exploring new opportunities in communication and digital media.

References

Abercrombie, N., &Longhurst, B. (1998). Audiences: A Sociological Theory of Performance and Imagination. Sage Publications.

Alam, M., & Khan, B. (2019). The Role of Social Media Communication in Brand Equity Creation: An Empirical Study’. Journal of Brand Management, 16(1), 54–78. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=ip,cookie,shib&db=bt%20h&AN=135984001&site=eds-live&scope=site

Amed, I., Berg, A., Balchandani, A., &Andersson, J. (2018). The State Of Fashion .

Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective .

Chaffey , D., & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson Education.

Chaffey, D. (2020). Digital marketing: Strategy, implementation, and practice (7th ed.). Pearson.

Chevalier, J. A., &Goolsbee, A. (2003). Measuring prices and price sensitivity in markets with consumer search. Journal of Industrial Economics, 51(4), 513–529. https://doi.org/10.1111/1467-6451.00214

Davies, J. (2016). Social Media. Retrieved from https://www.researchgate.net/publication/314581845

De Veirman, M., Cauberghe, V., &Hudders, L. (2017). Marketing through Instagram influencers: The impact of influencer marketing on young women’s attitudes and purchase intentions. Psychology & Marketing, 34(6), 438–447.

Djafarova, E., & Rushworth, C. (2017). The influence of Instagram influencers on young female consumers’ attitudes and purchasing intentions in the fashion industry. Journal of Retailing and Consumer Services, 36, 98–106.

Evans, D. (2020). Social media marketing: Theories and applications. Wiley.

Gerald, R. (2019). How Does Social Media Impact Consumer Buying Behavior. Retrieved from https://connextdigital.com/how-social-media-impactconsumer-buying-behavior

Haider, Z. & Shadman, F. (2017). The impact of social media advertising on consumer behavior: The role of entertainment, familiarity, social imaging, and advertising expenditure. Journal of Business and Economics Studies, 3(2), 45–59. https://doi.org/10.2139/ssrn.2982456

Hall, S. (1980). Encoding/decoding. In S. Hall, D. Hobson, A. Lowe, & P. Willis (Eds.), Culture, media, language. 128–138.

Hsu, T., & Paton, E. (2019). Gucci and Adidas Apologize And Drop Products Called Racist.

Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer-brand relationships: A three-dimensional view of social media usage in marketing. Journal of Business Research, 69(11), 4960–4967.

Jauss, H. (1982). Toward an Aesthetic of Reception. University of Minnesota Press.

Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York University Press.

Josh, C. (2018). TechCrunch. Instagram hits 1 billion monthly users, up from 800M in September. Retrieved from https://techcrunch.com/2018/06/20/instagram-1-billion-users

Kaur, H., Singla, D., & Garg, A. (2021). How social media influences the purchase decision of young adults.

Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson.

Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, “micro-celebrity” and the rise of social media influencers. . Media International Australia, 164(1), 92–108.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brands. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.11.019

Kim, E., & Kim, B. (2018). Fashion Marketing: Influencing Consumer Choice. Bloomsbury Academic.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Lamberton, C., & Stephen, A. (2016). A thematic exploration of digital consumption behavior. Journal of Business Research, 69(3), 1461–1471.

Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., &Freundt, T. (2014). Challenges and solutions for marketing in a digital world. European Journal of Marketing, 48(1-2), 25–45.

Lim, X. J., Lee, H. K., & Kim, Y. K. (2018). The impact of influencer endorsement on consumer purchase intention: The moderating role of product type. Journal of Business Research, 85, 106–115. https://doi.org/10.1016/j.jbusres.2017.08.022

Liu, Y. (2017). Social media advertising and consumer behavior: A research agenda. Springer.

Livingstone, S. (1998). Audience Research at the Crossroads: The “Third Level” in Media Research.. European Journal of Communication, 13(2), 197–220.

Lou, C., Wang, W., & Zhao, X. (2019). The impact of Instagram marketing on young consumers’ purchase intention. Journal of Marketing Research, 56(2), 268–288.

.

Macit, F. (2018). The impact of social media on consumer behavior. Journal of Marketing and Management, 33(1-2), 137–149.

Macit, H. (2023). A brief overview of Instagram advertising. Asia Pacific, 342–348. Retrieved from https://www.researchgate.net/publication/374536278

Marwick, A. E. (2015). Instafame: Luxury self-presentation and the entrepreneurial aesthetics of Instagram. Social Media + Society, 1(2), 1–13.Mazzoli, V., Grazzini, L., Donvito, R., & Aiello, G. (2019). Luxury and Twitter: an issue of the right words. Qualitative Market Research: An International Journal, 22(1), 33–49.

Mazzoli, V., Grazzini, L., Donvito, R., & Aiello, G. (2019). Luxury and Twitter: an issue of the right words. Qualitative Market Research: An International Journal, 22(1), 33–49.

Mediakix. (2016). Instagram marketing case study: how Chanel wins on Instagram. Retrieved from https://mediakix.com/blog/instagram-marketing-case-study-chanel-fashion-beauty

Morley, D. (1980). The nationwide audience: Structure and decoding. British Film Institute.

Nellycom,. (2021). Instagram account. Retrieved from https://www.instagram.com/nellycom/?hl=fi

Ogunyombo, O., Oyero, O., &Azeez, K. (2017). Influence of Social Media Advertisements on Purchase Decisions of Undergraduates in Three Nigerian Universities. Journal of Communication and Media Research, 9(2), 244–255. Retrieved from https://www.researchgate.net/publication/320905607

Osuagwu, Ihechu, I., Ihechu, M., & Amarachi, G. (2021). Influence of Instagram advertisement on the patronage of fashion products: Focus on small scale fashion designers in Abia state. International Journal of Communication and Media Science, 8(3).

Pauliene, R., & Sedneva, K. (2019). The Influence of Recommendations in Social Media on Purchase Intentions of Generations Y and Z’, Organizations & Markets in Emerging Economies. 10(2), 227–256. https://doi.org/10.15388/omee.2019.10.12.

Rathnayaka, U. (2018). Role of Digital Marketing in Retail Fashion Industry: A Synthesis of the Theory and the Practice . Retrieved from https://www.researchgate.net/publication/325987704_Role_of_Digital_Marketing_in_Retail_Fashion_Industry_A_Synthesis_of_the_Theory_and_the_Practice.

Rehman, F., Harun, A., Mdyusoff, R., & Khan, A. (2014). What is Advertising? A short review of the historical development. Academic Research International, 10(4), 128–143. Retrieved from https://www.researchgate.net/publication/338478356

Rehman, M. M., & Shaikh, F. M. (2014). The impact of advertising on consumer buying behavior: A conceptual framework. International Journal of Business and Social Science, 5(2), 72–77.

Roesler, P. (2019). How social media influences consumer buying decisions.

Rosa, A. (2020). Digital marketing for fashion brands, how to build a profitable business. Retrieved from https://digitalagencynetwork.com/digital-marketing-for-fashion-brands-how-to-buildprofitable-business-online

Silvira, M., & Risiwanto. (2023). Advertising in Instagram Social media. Journal of Social Media, Communication and Journalism, 1(2), 159–168.

Singh, A. (2019). The effectiveness of social media advertising: A consumer perspective. Journal of Digital Marketing, 10(1), 45–58. https://doi.org/10.1080/15472334.2018.1552356

Sokolova, M., &Kefi, H. (2020). The influence of Instagram marketing on consumer behavior: Evidence from the fashion industry. Journal of Retailing and Consumer Services, 53.Tantuway, R. (2018). A study on the influence of social media on women buying behavior on buying fashion products from online stores. Journal of Advance Management Research, 6(03).

Tantuway, R. (2018). A study on the influence of social media on women buying behavior on buying fashion products from online stores. Journal of Advance Management Research, 6(03).

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). Pearson.

Zeng, F., Huang, L., & Dou, W. (2020). The effects of social media marketing on fashion consumer behavior: A comparative study of Instagram and Facebook. Fashion and Textiles, 7(1), 1–16.