Psychological Impact of Instagram Reels on Impulse Buying Behaviorsof Young Consumers

This study examines how different psychological triggers on Instagram Reels influence the impulse buying behavior of young consumers. With the increasing use of short-form video content, platforms like Instagram are playing a major role in shaping purchasing decisions. The study focuses on four main factors—emotional triggers, social proof, fear of missing out (FOMO), and algorithmic influence.

Data was collected from 336 respondents using a structured questionnaire. The data was analyzed using SPSS, and techniques such as reliability analysis, factor analysis, correlation, and regression were applied. The findings show that all four factors significantly influence impulse buying behavior. Among them, social proof and FOMO have the strongest impact.

The study highlights how digital platforms are not just entertainment tools but also powerful marketing channels that affect consumer decisions in subtle ways.