Understanding Instagram’s Power in Influencing Consumer Behavior: Neuromarketing Studies

Abstract

This study aims to analyze the application of neuromarketing elements in Instagram marketing strategies to influence consumer behavior. Using the PICo framework (Population, Interest, Context), the study focuses on consumers exposed to digital marketing on Instagram, emphasizing neuromarketing elements such as visualization, personalization, and emotional engagement. A systematic literature review approach was employed based on the PRISMA protocol, screening over 4,000 articles to ensure relevance and quality. The data were processed through thematic analysis to uncover patterns and key themes related to neuromarketing-based marketing on Instagram. The findings indicate that elements such as visual aesthetics (Gestalt principles), emotional content, and user-generated content (UGC) significantly contribute to enhancing engagement and building emotional connections with consumers. The study also highlights that neuromarketing elements can influence long-term memory and purchasing decisions through visually appealing and emotionally relevant content. Furthermore, message congruence between brand content and UGC was shown to improve positive perceptions of marketing campaigns. This research contributes by expanding the understanding of neuromarketing applications in the context of visually driven social media platforms like Instagram. Its implications are relevant for both academics conducting further studies and digital marketing practitioners seeking to optimize their strategies through neuroscience-based approaches. The study also recommends further exploration of consumer behavior impacts in comparative analyses across other social media platforms.