Role of Instagram on the purchasing behavior of Moroccan consumers during the COVID-19

Abstract

With 1 billion monthly active users as of June 2018, Instagram is undoubtedly one of the most popular social networking apps in the world (TechCrunch, 2018). Hashtags have become the lingo of Generation Y. Instagram is a social media networking app that goes far beyond simply uploading and liking photos. This is perhaps one of the crucial reasons for its rise over other social media platforms like Snapchat, Facebook, etc.

Indeed, social media platforms, such as Instagram, continue to gain users quickly and increasingly. Brands are using these platforms effectively with new strategies, in order to gain visibility among the public. Among the popular new tactics brands are using is the online "celebrity" known as a social media influencer (SMI). Brands use these celebrities to spread information and influence consumer perceptions. The use of the SMI in communication and marketing campaigns has gained widespread popularity in almost every industry, from beauty and fashion, home and family, health and fitness, travel and lifestyle, food and beverage, business and technology, and entertainment.

With the closure of some physical stores, coupled with the potential danger of having to leave home since the first case of Covid19 in Morocco, consumers have turned to online shopping to find the products they need.

It is in this perspective that this research takes place. In this article we seek to investigate, "the impact of digital marketing through the influence of social networks on purchasing behavior during a health crisis".

For this we will first present the factors that affect the purchasing behavior of Moroccan consumers with reference to Instagram. In the second point, we will discuss the role of Instagram on the purchasing behavior of Moroccan consumers during a health crisis. Finally, we will present the results of the survey we conducted among 200 consumers using Instagram.

The results of our research showed that age, income and education level influenced online shopping behavior during the Covid-19 crisis.

JEL Classification: M31

Paper type: Empirical research