Keywords:
consumer behaviour, decision-making process, EKB model, influencer marketing, Instagram marketing, social media content, social media marketing
Abstract
This study investigates the differential impact of Instagram influencers’ posts and stories on consumer decision-making across the five stages of the Engel-Kollat-Blackwell (EKB) model. Using a survey of 987 Instagram users, we examine how these two content formats influence need recognition, information search, alternative evaluation, purchase decision, and post-purchase behaviour. Our findings reveal that influencers primarily impact the early stages of the decision-making process, with stories being more effective than posts in triggering need recognition and facilitating information search. However, the influence diminishes in later stages, suggesting that other factors play a more significant role in the actual purchase and post-purchase evaluation. This study contributes to the literature on influencer marketing and consumer behaviour by extending the EKB model to the digital age and highlighting the unique ways in which different content formats can shape consumer journeys. The findings offer valuable insights for marketers and influencers seeking to optimise their Instagram strategies.
Author Biographies
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Paulo Duarte Silveira, Instituto Politécnico de Setúbal
Paulo Duarte Silveira, Associate Professor at the Department of Marketing and Logistics, Instituto Politécnico de Setúbal, is a researcher at RESILIENCE (Instituto Politécnico de Setúbal) and at the Centre for Advanced Studies in Management and Economics (CEFAGE – Évora University, Portugal). He has authored several scientific publications on shopper marketing, digital marketing and green marketing. He also provides consultancy services on marketing research and planning.
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Yash Chawla, University of Science and Technology
Yash Chawla, Assistant Professor of marketing and innovation management at Wrocław University of Science and Technology, and consultant for several SMEs, holds a Ph.D. with distinction in management and quality sciences, along with two Master’s degrees specialising in renewable energy technology and international business, and two Bachelor's degrees specialising in mechanical engineering and computer applications. His research focuses on multidisciplinary and transdisciplinary exploration encompassing innovation diffusion, sustainable development, and technology development. He has published in esteemed journals like the Journal of Business Research, Energy Policy, Telematics and Informatics, and Journal of Information Processing & Management.
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Duarte Xara-Brasil, Instituto Politécnico de Setúbal
Duarte Xara-Brasil is an Associate Professor at the Department of Marketing and Logistics, Instituto Politécnico de Setúbal, Escola Superior de Ciências Empresariais, Portugal. He is also a researcher at RESILIENCE (Instituto Politécnico de Setúbal). He has authored severalscientific publications on branding, retail, sustainability, and digital marketing, amongst others. He has extensive international experience as a member of international projects, visiting Professor at several universities, and keynote speakerat international academic events.
How to Cite
Paulo Duarte Silveira, Yash Chawla, & Duarte Xara-Brasil. (2025). Influencing Consumer Decisions on Instagram: The Differential Impact of Posts and Stories across the EKB Model.
Communication Today,
15(2).
https://doi.org/10.0000/1wcpf385
