Instagram's Growing Impact on Consumer Behaviour:A Bibliometric and Systematic Literature ReviewLeading to Future Research Directions

International Journal of Accounting and Economics Studies 2026 Open access

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Authors: Dr. Ashutosh Kumar, Chandraketu Singh, Anupam Saxena, Vir Ved Ratna, Dr. Purnendu Shekhar Pandey
DOI: 10.14419/9pgjsq85
Cited by: 0
References: 5

Abstract

With its unique visual appeal and engaging features like Stories and Reels, Instagram has significantly shaped ‎consumer behaviour. This paper embarks on an analysis of the multifaceted relationship between Instagram and ‎consumer behaviour. By combining bibliometric analysis and Systematic Literature Review, we identify key ‎themes and lay the foundation for future research at the intersection of consumer behaviour and Instagram. The ‎practical implications of our findings for businesses in the digital landscape are profound, equipping them with ‎valuable insights for strategic decision-making.

Fields of Study & Subjects

Digital Marketing and Social Media Consumer Behavior and Marketing Influence Impact of Technology on Adolescents

Publication details

Journal / source
International Journal of Accounting and Economics Studies
Volume
13
Issue
2
Pages
82–92
Publication date
12 February 2026
Language
EN