IMPACT OF INSTAGRAM ADVERTISING ATTRIBUTES ON PURCHASE INTENTION OF GENERATION Z IN SRI LANKA'S FASHION INDUSTRY

Abstract

Social media has significantly transformed the way individuals communicate, connect, and engage with one another, while also becoming a powerful tool for digital marketing. Instagram has emerged as a leading platform for visual-based advertising, especially within the fashion industry. In Sri Lanka, Instagram has become one of the most popular social media platforms for fashion brands to reach youth audiences. The local fashion industry is a rapidly growing segment, with Generation Z, comprising nearly one-fifth of the country's population, emerging as a key consumer base that actively engages with social media content. This study examines the influence of Instagram advertising on the purchase intentions of Gen-Z users in Sri Lanka, concentrating on three key advertising attributes: trustworthiness, informativeness, and hedonic motivation. A quantitative research approach was employed, with data collected through a structured questionnaire administered to Gen-Z Instagram users. The relationships between the variables were analysed using regression analysis. The findings reveal that all three advertising attributes have a significant and positive influence on purchase intention. Among them, informativeness emerged as the most influential predictor, indicating that Gen-Z consumers are more likely to respond to advertisements that provide clear, relevant, and comprehensive product information. Trustworthiness and hedonic motivation were also found to play vital roles, suggesting that credible and emotionally appealing advertisements are more effective in engaging this demographic. These results highlight the importance of designing Instagram advertisements that are not only informative but also trustworthy and enjoyable. The study offers valuable insights for marketers in the fashion industry who aim to influence the purchasing decisions of Gen Z consumers in Sri Lanka. By understanding which advertising attributes matter most, brands can develop more effective strategies to connect with and convert this digitally savvy audience. Theoretically, this study extends the Technology Acceptance Model (TAM) by integrating advertising attributes as determinants of purchase intention, thereby contributing to the understanding of social media marketing behaviour in developing country contexts.