The Influence of Instagram Reels on the Clothing Purchase Decisions of Female Students at Private Universities in Guntur District

Author

Buddha Venkata Ranga Siva Ram Prasad, Dr. Md. Mazharunnisa


Abstract

  This study examines the influence of Instagram Reels on the clothing purchase decisions of female students at private universities in Guntur District, Andhra Pradesh. The study focuses on six Instagram Reels factors: entertainment value, visual appeal, content quality, product information, brand promotion and user engagement. A quantitative approach and descriptive research design were adopted. Primary data were collected through a structured five-point Likert-scale questionnaire using convenience sampling. The analysis is based on 107 completed responses. Frequency and percentage analysis, descriptive statistics, reliability analysis, Pearson correlation and multiple regression were used. The overall relationship between the composite Instagram Reels factors and clothing purchase decisions was strong and positive (r = 0.842, p < .001). The regression model was statistically significant and explained 83.2% of the variance in clothing purchase decisions. Among the six factors, user engagement (β = 0.687), brand promotion (β = 0.377) and visual appeal (β = 0.258) were significant positive predictors, whereas entertainment value and product information were not significant unique predictors. Content quality showed a significant but negative coefficient despite a positive correlation, which is attributed to high overlap (multicollinearity) among the predictors and is interpreted with caution. The study provides practical insights for clothing retailers and digital marketers on using short-form video content to engage young female consumers.



Keywords

Instagram Reels; clothing purchase decisions; social media marketing; consumer behaviour; female university students; digital marketing.



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References


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