Evaluation of the mediating role of Instagram ads in the relationship between consumer innovativeness tendency and purchase intention

As social media has become a force that deeply influences consumers' habits, Instagram has emerged as one of the most popular platforms in this field. This study aims to examine the impact of Instagram ads on consumer behavior, especially in the marketing of innovative products. The data obtained from a survey of 500 Instagram users living in Turkey were analyzed using quantitative research methods. The research findings reveal that innovative consumers' interest in innovation-oriented products based on social, functional, hedonic and cognitive innovativeness directly affects purchase intention. Moreover, the dimensions of interest, content, motivation, credibility, and belief of Instagram ads reinforce the purchase intention of innovative consumers. This suggests that Instagram is an effective marketing tool for brands. In conclusion, this research reveals the significant impact of Instagram ads on consumer behavior and suggests that brands should consider these findings and place Instagram at the center of their marketing strategies. Brands can achieve more effective results by using strategies such as personalized ads, interactive content and influencer collaborations to reach their target audience on Instagram. In addition, following the ever-changing social media trends and updating advertising campaigns accordingly will help brands gain a competitive advantage. Keywords: Instagram Ads, Consumer Behavior, Purchase Intention, Innovative Products, Social Media Marketing.