Examining the Impact of Persuasive Advertising Elements on Consumer Purchase Intention in the Social Network Instagram

This study investigates the impact of persuasive advertising elements, including advertising credibility, advertising methods and techniques, ad personalization, and ad frequency on consumers' purchase intentions in the social network Instagram. Given the increasing use of Instagram as one of the primary digital advertising platforms, understanding the factors influencing consumers' purchase intentions is essential. This research shows that persuasive advertising, by enhancing credibility and trust, utilizing creative methods, personalizing content based on audience needs, and maintaining an appropriate ad frequency, can significantly boost consumers' purchase intentions. The findings of this study can serve as practical guidelines for marketers and brands to optimize their advertising strategies, improve performance, and increase conversion rates on Instagram. The scientific results of this research indicate that advertising credibility, creative advertising methods, ad personalization, and balanced ad frequency each significantly affect consumers' purchase intentions on Instagram. Advertising credibility through trust-building, creative methods through attention-grabbing, personalization through meeting audience needs, and balanced frequency through effective message recall, can all reinforce purchase intentions. These findings suggest that marketers should pay special attention to these elements to implement more effective advertising strategies on Instagram.