This study aims to develop a model for the impact of Instagram bloggers’ advertising on users’ consumption patterns. It specifically focuses on identifying the economic, social, cultural, political, technological, and psychological factors that shape users’ decision-making processes and consumption behavior.

In terms of data collection, this study is descriptive-analytical, survey-based, and cross-sectional. From a methodological perspective, it is an exploratory mixed-methods study. The study population consisted of digital marketing experts and active bloggers in Iran. The qualitative sample was selected through purposive sampling, and data were collected using semi-structured interviews.

The findings showed that consumer behavior in response to Instagram bloggers’ advertising is influenced by a multidimensional set of economic, social, cultural, political, technological, and psychological factors. In the economic dimension, purchasing power, income level, economic conditions, and consumption patterns play important roles. In the social dimension, norms, collective behavior, online interactions, and susceptibility to social trends are significant. In the cultural dimension, values, lifestyle, advertising content, message design, and the compatibility of the brand with consumer culture are influential. In the political dimension, advertising regulations and restrictions, policy support, and certain political orientations are notable. In the technological dimension, Instagram platform features such as Stories, Live, hashtags, targeted advertising, and media innovations contribute to the effectiveness of advertising. In the psychological dimension, the blogger’s personality traits, sincerity, popularity, audience trust, and the emotional and social effects of advertising are among the most influential factors.

The findings suggest that Instagram bloggers’ advertising has strong potential to influence consumer perceptions, attitudes, and behavior when aligned with the identified contextual factors. Therefore, brands and digital marketing practitioners can improve the effectiveness of their advertising messages by aligning content with the purchasing power and values of their target audiences, strengthening social interactions, and making effective use of technological capabilities. In addition, selecting credible and trustworthy bloggers, creating emotional connections with audiences, and complying with advertising regulations can enhance brand credibility and long-term consumer trust. The results of this study provide a useful basis for designing and implementing targeted, coherent, and effective advertising campaigns in a competitive digital environment.