Purpose: This research examines the impact of Instagram advertisements on consumer impulsive buying behavior. With many younger Facebook users transitioning to Instagram, this study explores how the platform influences consumer behavior, particularly among youth, who make up a large share of active users. The focus is on advertising content and entertainment dimensions and their effect on impulsive purchasing.

Design/methodology/approach: A descriptive analytical approach with a deductive method was employed. Data were collected via an electronic questionnaire, and statistical analyses were conducted to assess the relationships between Instagram advertisements' content, credibility, enjoyment, and impulsive buying behavior in the Syrian context.

Findings: The study identifies a significant impact of Instagram e-advertising on impulsive buying behavior, with content and entertainment dimensions directly influencing purchasing decisions.

Originality: This research offers a fresh perspective by investigating how Instagram’s advertising features, particularly short-form content like Reels, drive impulsive buying through engagement and emotional triggers. Unlike traditional studies on static ads or general social media, it highlights Reels' unique combination of brevity, entertainment, and personalization. The study provides new insights into how Instagram’s ecosystem aligns with the fast-paced consumption habits of younger audiences, enriching the literature on consumer behavior in a digital age.

Index Terms: Instagram advertisements, Impulse buying behavior, Consumer behavior, Compulsive buying behavior.