Title: Instagram as a social media sales channel: acceptance and perception of social commerce functions on Instagram

Authors: Oliver Roll; Vanessa Wellpott

Addresses: University of Applied Sciences Osnabruck, Hochschule Osnabrück, Albrechtstr. 30, 49076 Osnabrück, Germany ' Naue GmbH & Co. KG, Gewerbestr. 2, 32339 Espelkamp, Germany

Abstract: Since the use of social media to make purchases is novel, its acceptance and the associated perceptions are of interest. The present study investigates customer acceptance of social commerce on Instagram. The research model is based on the unified theory of acceptance and use of technology (UTAUT) and additional factors that previous research has ascertained to be essential in social commerce contexts. Based on a review of relevant literature, a questionnaire is developed and used in an online survey. Structural equation modelling is applied to analyse the responses of 246 participants. The empirical findings indicate that performance expectancy, effort expectancy, social influence and trust have significant positive influences on the intention to engage in social commerce, which in turn impacts actual use behaviour. No evidence is found to support the proposed impacts of facilitating conditions and enjoyment expectancy in this context. Practical implications for sellers and Instagram are derived.

Keywords: social commerce; s-commerce; Instagram; social shopping; social media; e-commerce; electronic commerce; unified theory of acceptance and use of technology; UTAUT.

DOI: 10.1504/IJIMA.2026.155131

International Journal of Internet Marketing and Advertising, 2026 Vol.25 No.1, pp.26 - 51

Received: 19 Feb 2023
Accepted: 02 Nov 2023
Published online: 28 Jul 2026 *

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