The impact of targeted ads on the purchase decision of users on Instagram

The aim of the article. The purpose of the study is to analyze the basic factors of influence of an advertisement on a user on Instagram, to identify modern effective approaches. The digitalization of the world society continues unabated from year to year. It is accelerated by global crises and conflicts, and the development of revolutionary technologies (artificial intelligence). Businesses are responding to these changes and rebuilding their marketing strategies in favor of digital traffic sources. This includes advertising and development in social networks, search engines, video hosting, messengers, etc. This trend has led to the fact that even startups and micro businesses immediately start developing on digital platforms. This increases competition for the attention of users. This is because the total number of advertisers is increasing, and those that exist are gradually increasing their advertising budgets. This creates challenges in attracting users' attention and converting them into leads or customers according to the chosen sales funnel. Each digital marketing sales funnel starts with viewing an ad and interacting with it. Therefore, it is crucial to understand the peculiarities of the influence of ads on the purchase decision to improve the marketing and economic performance of the business. This study analyzes the views of various domestic and foreign scholars on the peculiarities of user behavior and the impact of ads. Analysis results. A significant number of researchers focus on the basic features of user behavior, identifying among them the relevant types of consumers by behavioral patterns. Some scholars divide consumers into types depending on demographic characteristics, and internal and external factors. They consider the peculiarities of prosocial behavior and the impact of neuromarketing on user behavior. The issue of an in-depth study of user behavior and the impact of advertising in the digital space remains unresolved, especially considering the aspects of targeted advertising on social media. The article systematizes the theoretical foundations of emotions, user behavior, and technical features of Instagram ads and their impact on users and their desire to place an order. Based on the experience of advertising campaigns, effective advertising placements and formats for different business niches are identified. Effective approaches that will help to achieve positive results are described. They have been identified for the following types of businesses: barbershop, children's toy production, online porcelain shop, and online schools. The following techniques are relevant: using trigger words, testing visually diverse graphics, using provocative content, using paradoxical combinations in graphic materials, and using special offers. Conclusions and direction for further research. The main trends that will be relevant in the coming year are identified: increasing the influence of artificial intelligence on the processes of creating advertising materials, enhancing impact of ad personalization, increasing the number of different videos in advertising campaigns, UGC content, and videos that combine entertainment content and advertising.