The Use of Instagram and YouTube During the Consumer Decision Journey

Abstract

Using the consumer decision journey framework, this study examined how consumers use Instagram and YouTube during each stage of their beauty product decision journeys (i.e., pre-consideration, initial consideration, active evaluation, purchase, and post-purchase). Employing a mobile diary method, we examined the type of information consumers seek during pre-purchase phases as well as their purchasing behavior and information sharing behaviors during the purchase and post-purchase phases. The findings reveal that while Instagram and YouTube are both visual-oriented platforms, they fulfill distinct informational needs. Consumers use Instagram more than YouTube in the pre-consideration stage but use YouTube more in the evaluation stage. While there are many cases in which cosmetics-related information is encountered incidentally on Instagram, voluntary searches are likely to be related to YouTube. Therefore, information accessed through Instagram is useful in increasing brand interest in the initial consideration stage, while consumers perceive YouTube as effective in providing detailed product information and increasing brand trust.