ABSTRACT
This research paper investigates the relationship between advertising frequency, buying motivation, and buying behavior in the context of Instagram, employing the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. A sample of (N=300) Instagram users was analyzed using snowball sampling. The results reveal that increased exposure to brand advertisements on Instagram affects consumers’ motivation to make a purchase. However, Instagram users are more likely to be motivated to buy when exposed to a higher frequency of influencer advertising. Furthermore, it demonstrates the significant impact of buying motivation on actual buying behavior accounting for 48.7% of the variance. These findings contribute to the existing literature on social media marketing and provide valuable insights for marketers and advertisers looking to enhance their strategies on Instagram. The key takeaway from the study is that prioritizing influencers should be of utmost importance for marketers aiming to boost sales through their Instagram marketing efforts.
