Instashoppers Users’ Concerns in UAE: Trust and Security Issues

Instagram has transformed over the years from a simple platform for friends to share stories to a platform for advertising and shopping. The platform now provides personalized user recommendations and direct marketing due to AI and big data developments. As a result, it’s essential to understand the primary issues people have while using Instagram for shopping. 128 Instashoppers were surveyed in order to gain further insight into these concerns. The results showed that users’ top concerns are the security of their personal and financial information and the presence of fake sellers. Yet the study also discovered that some elements, including a legitimate UAE trade license, positive word-of-mouth recommendations, and a well-designed page layout, can make buyers feel more comfortable when shopping with Instagram sellers. This study points out the significance of additional research on consumer behaviour and the role of social media platforms in the marketplace. Moreover, the study discusses important research implications and limitations.