Conceptual Model:

Online Consumer Personality traits

Reviews

H5
H4 Perceived
Benefit H3
H2

Instagram H1 Online purchase

Marketing intention of university
students

Questionnaire Link:
https://docs.google.com/forms/d/e/
1FAIpQLSducdeoDxR39vo0_VUGoN7zNCQbQwtCB99gf5uvGMCA5FlG_g/viewform?usp=sf_link

Focus of the Study:

Purchase intention is a combination of a person's interest in buying a product and the possibility
of purchasing it. e-WOM or electronic word-of-mouth plays a crucial role in influencing
purchase intention as consumers tend to trust online reviews before making a purchase, and
positive reviews can affect the purchase decision of other consumers (Ninan, Roy et al. 2020).

University students, who are mainly from the Millennial and Gen Z generations, are a significant
consumer segment for online retailers due to their high computer literacy and internet savviness.
Understanding their online shopping behavior is vital for online retailers to execute marketing
strategies effectively (Abd Aziz, Abd Wahid et al. 2018).

When online purchases are made there are multiple risks are associated such as payment fraud,
materiality and misuse of the information’s so the trust element need to be the first priority of the
any E-commerce business which can attract the buyers. There is to be identify the online trust
which was observed in the study conducted in Malaysia, the limitation to the study is the
students of university which targeted the young populations who use the technology most (Ling,
Daud et al. 2011). Perceived risk, perceived technology, and online trust for the online purchase
intention in Malaysia.

Online purchase intention especially for university students is an important area of research, as
this group represents a significant portion of the online shopping population. University students
are more likely to be tech-savvy and have easy access to the internet, making them a prime target
for e-commerce businesses (Abd Aziz, Abd Wahid et al. 2018). Now a days online shopping is
becoming more common among youngster and university going students. However, Due to the
virtual environment of online shopping, customers may exhibit greater sensitivity to risk and
have a tendency to overestimate potential losses. (Zhang, Qin et al. 2020). According to Peña-
García, Gil-Saura et al. (2020) online purchase intention (OPI) is understood as the degree to
which a university student is willing to buy a product online. The effects of online purchase
intentions can differ that depends on many factors such as the consumer's attitudes and
motivations, the product or service being purchased, and the online platform being used (Sultan
and Uddin 2011).

Effect of Instagram Marketing on Online Purchase Intention:

Instagram is a popular social media platform in which users share images of their lives. The
platform has a large user base and is an essential channel for advertising, with revenue expected
to surpass Twitter and Google (Djafarova and Rushworth 2017) . Instagram marketing efforts are
based on entertainment, interaction, trendiness, customization, and word of mouth (Achmad,
Wulandari et al. 2022). Instagram is popular among teenagers and young adults and has become
a tool for many online businesses to promote their business. Instagram's features, such as Insta
stories and reels, allow users to promote their products indirectly (Yüksel, Akar et al. 2021).
Instagram is popular among consumers as they perceive it as a more trustworthy source of
information than traditional promotional activities. Instagram is an ideal platform for electronic
word of mouth (eWOM), as consumers can generate and spread brand-related information
without constraints (Aji, Nadhila et al. 2020).

Instagram marketing can have a vital impact on online purchase intention. Instagram allows
businesses to showcase their products and services to a large audience through visual content
(Chen and Advertising 2018) . Instagram is an ideal tool for electronic word of mouth (eWOM),
because users spread and generate brand related information to their family, peers, and friends
without constraints (Chang Bi and Zhang 2022). .

University students are more likely to engage in online shopping because of their busy schedules,
convenience, online deals and discounts which can help them save money (Lee, Goh et al. 2019).
Online buying play a significant role in the last few years and more than 1.6 billion people all
across the world are considering online purchasing of goods (Rehman, Bhatti et al. 2019).
Consumers prefer an online way to buy because of convenience, however, there are few factors
that are associated with online purchase intension, such as financial risk and product risk (Bhatti,
Saad et al. 2019). Researches has been done on online purchase topic but a gap still exists that
needs to be more research regarding Instagram marketing impact on university students purchase
intension.

Theoretical underpinning:

The theoretical background of this study is based on two theories; Uses and gratification theory
and the theory of planned behavior.

The primary purpose of the Uses and Gratification theory is to provide an understanding of the
psychological factors that drive individuals to use specific types of media, and how the
gratification they receive from that media fulfills their inherent needs (Ko, Cho et al. 2005).
Papacharissi (2002) described that Uses and Gratification theory can be used as a tool to identify
key factors that determine why individuals choose and use certain types of media, the factors that
shape those choices and actions, and the resulting outcomes of their media usage.

Personality traits, in particular, play a significant role in determining why and how a person
engages with different forms of media. Different personality types are associated with distinct
motivations for media use, and these motivations may ultimately lead to the development of
different types of addiction or different patterns of addictive behavior within a specific addiction
(Blumler and Katz 1974, Rubin 1993, Ryan, Chester et al. 2014)

Our construct Personality trait and Instagram marketing has been backed up by Uses and
Gratification theory. In the context of this study the application of this theory depends on the
assumption that consumer will follow/seek out media that fulfill their need and their gratification
(Dahl 2021).

The theory of planned behavior (Ajzen 1985), is a social learning model used by psychologists to
understand the human behavior in regards of rational decision making. This theory is originally
an extension of theory of reasoned actions. The theory deals with human behavior over which
they have incomplete/ inclined control (Ryan, Chester et al. 2014). Yan & Dai (2009) states that
an indiviuals intention to perform a task/ exhibit a behavior is the most accurate vaiable to
explain their behavior. The theory of planned behavior has been considered base of several
studies of online purchasing (Bhattacherjee, Systems et al. 2000, Limayem, Khalifa et al. 2000,
George 2004).

In the current study, theory of planned behavior is adopted as a theoretical model to predict
online purchase intention and online purchasing behavior among university students in Pakistan.
The researchers believe that theory of planned behavior will develop therotical basis for
understanding online purchase intention and indiviuals behavior towards online reviews of
products/ brands.

Mediation effect of Instagram Marketing on Perceived Benefit:

One study conducted by Hidayat et al. (2019) found that Instagram marketing positively affected
consumers' perceived benefits, including functional, emotional, social, and epistemic benefits.
Instagram marketing activities is an important factor that influences users' interactions with
peers, looking at benefits involved and their purchase intentions (Chen, Lin et al. 2019).
According to Harrigan et al. (2021), Instagram user believe that perceived benefit of using
Instagram is ‘it helps them to accomplish their personal buying goals’. Instagram marketing has
changed the relationships between businesses and customers, and opened-up more opportunities
for both businesses and consumers to reach a wide range of products/audience (Zhang, Erturk et
al. 2022).

Mediation effect of Perceived Benefit on Online Purchase Intention of University Students:

Yasin, et al. (2021) conducted a study to investigate the factors that influence online purchase
intention among university students. The study found that perceived benefit significantly
influenced online purchase intention, and students who perceived greater benefits from online
shopping were more likely to have the intention to purchase. Rasheed, et al., (2019) found that
perceived convenience, value for money, and product variety significantly influenced online
purchase intention of university students. Similarly, According to Anam and Shafique (2019),
perceived benefit is well known for satisfying and for consumer’s belief with buying online.
There is also a perception of consumer that online shopping saves time, convenient, easy, with
handful of varieties and less risk as to conventional shopping. It depends on the information that
is present online that also affects purchase decisions (Lin, Featherman et al. 2019)

Moderating Effect of Online Consumer Reviews:

In today's world, digital marketing has taken over traditional forms of advertising. With more
and more people spending their time online, businesses have shifted their focus towards social
media platforms like Instagram for promoting their products and services (Chen, Fay et al.
2011). At the same time, online consumer reviews have become an integral part of the decision-
making process for consumers.

Instagram marketing have a significant impact on the perceived benefits of a product or service.
By using visually engaging content and messaging that resonates with their target audience,
businesses create a strong brand identity and cultivate a positive image in the minds of
consumers (McKneely, Kim et al. 2020). This in turn increases the perceived value of their
offering and ultimately lead to greater sales and customer loyalty. Furthermore, Instagram
provides businesses with a platform to interact directly with their audience, gather feedback, and
tailor their marketing efforts accordingly. Apiraksattayakul, Papagiannidis et al. (2017) states
that by engaging with their followers and responding to their questions and concerns, businesses
can build trust and establish relationships, which can further enhance the perceived benefits of
their products or services.

Online consumer reviews is known to be an essential factor in the decision-making process for
consumers. People tend to trust online reviews from other users, as they provide an insight into
the product’s performance, quality and reliability (Xie, Zhang et al. 2014). Positive online
reviews can significantly increase a product's perceived benefit, leading to more sales and
revenue for the business.
The combination of Instagram marketing and online consumer reviews can have a substantial
impact on the perceived benefit of a product. Instagram marketing and online consumer review
can collectively increase brand awareness among potential consumers. Instagram marketing can
lead to greater visibility and improved credibility and in addition to this, positive online reviews
further reinforce the credibility of the brand, leading to higher customer trust and loyalty.
Positive online reviews act as social proof, providing users with the assurance that the product
they are considering is of high quality (Wang, Cunningham et al. 2015) . When paired with
Instagram marketing, a business can showcase visually appealing content, leading to higher user
engagement and increased purchase likelihood.

In conclusion, the combined effect of Instagram marketing and online consumer reviews can
significantly impact the perceived benefit of a product. By leveraging Instagram’s visual appeal
and the power of online reviews, businesses can improve brand awareness, reach a larger
audience, and increase sales and revenue.

Moderating Effect of Personality Traits:

Personalities can have a significant effect on the perceived benefit of online shopping.
Individuals with different personality traits may have different preferences for online shopping
and may perceive the benefits of online shopping differently (Forsythe, Liu et al. 2006).
Individuals who are more open to new experiences may be more likely to embrace online
shopping and perceive its benefits, such as the ability to access a wider range of products and
services. In contrast, individuals who are more resistant to change and prefer traditional methods
may not perceive the same benefits (Javadi, Dolatabadi et al. 2012). Personality traits can
influence how individuals perceive the benefits of online shopping, and understanding these
differences can help retailers better tailor their online shopping experiences to different
personality types.
There are several evidences suggesting that Instagram marketing can have a positive effect on
the perceived benefit of online shopping. When combined with certain personality traits, this
effect may be even stronger. The impact of Instagram marketing may be even stronger for
individuals with certain personality traits. Goldring and Azab (2021) suggests that individuals
who score high on the "need for uniqueness" scale may be more drawn to unique and visually
appealing products, and thus more likely to perceive online shopping as beneficial when
presented with such products on Instagram. However, Other personality traits, such as
extraversion and openness to experience, may also influence the perceived benefit of online
shopping. For example, individuals who are highly extraverted may be more likely to engage
with social media marketing and find it persuasive, while those who are highly open to
experience may be more willing to take risks and try new things, including online shopping.
Overall, the combined effect of Instagram marketing and personality on the perceived benefit of
online shopping is complex and multifaceted. While Instagram marketing can be a powerful tool
for businesses, the impact of this marketing may be moderated by individual differences in
personality and other factors.

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