Instagram has transformed the digital marketing landscape, offering businesses unprecedented access to target audiences through visually engaging content and dynamic features. This study investigates how advertising strategies, customer engagement metrics, and promotional activities on Instagram impact user behaviour and purchasing decisions. A dataset of 165 participants was analysed, focusing on variables such as demographics, Instagram interaction frequency, and purchasing behaviour influenced by advertisements and influencers.

The methodology employed includes descriptive statistics, exploratory data analysis (EDA), and Chi-Square tests to determine correlations between demographic variables and user interactions. Findings reveal that younger audiences (18-22 age group) are the most active, engaging frequently with Instagram ads. Influencers play a significant role in purchase decisions, particularly among students. Gender, occupation, and education level showed minimal statistical significance in influencing Instagram usage or interaction frequency.