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Volume 7 Issue 10
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A Comparative Study of Instagram Reels and Traditional Advertising on Consumer Buying Behaviour

Author(s) Durgesh Motilal Bhavsar
Country India
Abstract Social media has revolutionized the advertising landscape and has had a significant impact on consumer purchasing decisions. Instagram Reels are a significant platform for product promotion due to their short, visual, interactive, and engaging content, which stands out among the various digital platforms. The present study aims to explore the impact of Instagram Reels and conventional advertising on consumer purchasing behavior, focusing on consumer trust, purchase decisions, and impulse buying. The study is descriptive and analytical research, which uses primary data obtained from 450 respondents by using a structured questionnaire. Frequency, percentage, and comparative analysis were used to analyse the responses, along with hypothesis testing using the Chi-square test. The results show that Instagram Reels are more effective than conventional advertising in capturing consumers' attention, decision-making, and impulse buying. But traditional advertising has a better footing when it comes to consumer trust and credibility. Major factors that impact purchases on Instagram Reels were identified as discounts and promotional offers, ease of access, and video content. The result of the hypothesis testing indicates that the difference between the observed Instagram Reels and traditional advertising is not statistically significant at 5% (χ² = 0.222, p = 0.637). The study findings indicate that advertising mediums do not completely substitute each other. Combining the trust of traditional advertising with the engagement, accessibility, and visual appeal of Instagram Reels can lead to greater effectiveness for businesses.
Keywords Instagram Reels, Traditional Advertising, Consumer Buying Behaviour, Digital Marketing, Consumer Trust, Purchase Decision, Impulse Buying.
Field Business Administration
Published In Volume 7, Issue 10, October 2026
Published On 2026-10-19
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IJLRP's Crossref DOI prefix is
10.70528/IJLRP

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