The Advertisement of Instagram Public Figures and Impact on Purchasing Behavior

Female Students of Salahaddin University As An Example

Abstract

The objective of this study is to assess the influence of advertising by Instagram public figures on purchasing behavior among female students at Salahaddin University, as well as to understand the reasons behind their exposure to such advertising. This research adopts a descriptive approach, employing a survey method and utilizing an online form to collect data from a stratified random sample of )205(female students enrolled in the Arts, Management, and Economics colleges at Salahaddin University. The importance of this study lies in its practical and media relevance, highlighting a significant aspect of the impact of social media content. It focuses on the level of trust that female students at Salahaddin University place in the advertisements shared by influencer on their accounts. From a media science perspective, this research can serve as a valuable resource for those seeking information in the field of platform advertising. In conclusion, Instagram public figures exert a significant influence on the behavior of female students at Salahaddin University, particularly in terms of their trust in the advertised content. These students generally rely on these figures when making purchasing decisions for goods and services. Moreover, there exists a statistically significant correlation between the level of motivation, reliance, and trust in Instagram public figures among female students at Salahaddin University and the resulting effects on their purchasing behavior.