Abstract
This literature review is an attempt to examine the impact of Instagram marketing strategies on consumer purchasing behaviour within the fashion industry. While existing studies offered insights into specific aspects such as influencer credibility and viral marketing, there was a lack of a combined framework that integrated these factors to provide analysis. The study addresses this gap by analyzing 20 research papers spanning from 2015 to 2023, sourced from academic databases and scholarly journals. Findings revealed that brand equity is a crucial determinant of consumer behaviour, alongside influencer credibility, creative brand aesthetics, and interactive features. Despite Instagram's dominance, the study also brought forward insights into how influencers are sometimes perceived as passive sources of fashion inspiration. This review thus underscores the multifaceted nature of Instagram's influence on consumer behaviour and highlights the need for further research to develop adaptive marketing strategies that can resonate across diverse consumer segments.
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