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

  • Authors

    • Dr. Ashutosh Kumar Associate Professor, Jaipuria Institute of Management, Lucknow, Uttar Pradesh, India
    • Dr. Chandraketu Singh Associate Professor, Jaipuria Institute of Management, Lucknow, Uttar Pradesh, India
    • Dr. Anupam Saxena Associate Professor, Jaipuria Institute of Management, Lucknow, Uttar Pradesh, India
    • Dr. Vir Ved Ratna Professor, Jaipuria Institute of Management, Lucknow, Uttar Pradesh, India
    • Dr. Purnendu Shekhar Pandey Professor, IIHMR University, Jaipur, Rajasthan, India
    https://doi.org/10.14419/9pgjsq85

    Received date: December 3, 2025

    Accepted date: January 23, 2026

    Published date: February 12, 2026

  • Bibliometric Analysis; Consumer Behaviour; Digital Marketing; Instagram; Social Media; Systematic Literature ‎Review

  • 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.

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    Kumar, D. A. ., Singh , D. C. ., Saxena , D. A. ., Ratna, D. V. V. ., & Pandey, D. P. S. . (2026). Instagram’s Growing Impact on Consumer Behaviour:A Bibliometric and Systematic Literature Review‎Leading to Future Research Directions. International Journal of Accounting and Economics Studies, 13(2), 82-92. https://doi.org/10.14419/9pgjsq85