Consumer Behavior in the Era of Digital Marketing: A Case of Instagram Shoppers in Tanzania

This study examined consumer behavior in the era of digital marketing by focusing on Instagram shoppers in Tanzania, guided by the Theory of Planned Behavior and Theory of Perceived Risk. Specifically, the study sought to identify the factors that drive consumers to engage with Instagram-based sellers, examine how trust is established between consumers and sellers on Instagram, and analyzed the challenges that affect consumers’ confidence in Instagram-based shopping. A convergent mixed-methods design was employed, involving 384 respondents selected through snowball sampling. Data were collected using a structured questionnaire comprising both closed- and open-ended questions and were analyzed using descriptive statistics and thematic analysis. The findings revealed that Instagram is used not only for social interaction but also as a commercial platform, with a substantial proportion of participants (79.4%) reporting having purchased products through Instagram. Key factors driving consumer engagement and purchase behavior included the attractiveness of product images, the availability of product reviews and testimonials, and quick responses from sellers. Consumer trust and confidence in Instagram-based sellers were primarily enhanced through direct communication, previous personal purchasing experiences, and collaborations with influencers. However, the major challenge affecting consumers’ confidence was the mismatch between product descriptions and the actual products received, which discouraged repeat purchases among many consumers. This study contributes to the limited empirical literature on social media-based consumer behavior in developing economies by providing context specific insights from Tanzania. It extends understanding of how visual presentation, responsiveness, and trust-building mechanisms influence consumer engagement on Instagram. Additionally, the findings offer practical implications for Instagram-based sellers by highlighting the importance of transparency, honest communication, product authenticity, and reliable delivery in building consumer trust and sustaining long-term customer relationships in digital marketplaces.