This study aimed to examine and analyze the impact of Instagram advertising on the purchase decision of Syrian consumers, in light of the growing role of social media as a pivotal marketing tool in the digital age. The study adopted a descriptive-analytical approach. A questionnaire was designed and distributed to a random sample of 96 Instagram users in Syria, and the data were analyzed using SPSS. The study focused on three advertising dimensions as independent variables: ad type, ad quality, and ad timing, and examined their effects on the purchase decision.

The study yielded the following findings: (1) Instagram advertising has a statistically significant positive effect on the purchase decision (R² = 0.389); (2) ad type had the strongest effect (R² = 0.344), particularly offers and discounts (mean = 4.10); (3) ad quality had a strong effect (R² = 0.293), with technical creativity (4.23) and colors and design (4.20) ranking highest; (4) ad timing had a comparatively weaker effect (R² = 0.262), with seasonal occasions ranking highest (3.43); and (5) Syrian consumers showed a preference for quality over price (2.30), low trust in advertising credibility (2.23), and an important role for the brand (3.40).

The study recommends improving advertising design and production quality, targeting seasonal occasions, building a trustworthy brand, strengthening the credibility of advertising information, activating interaction features, and conducting periodic research to monitor changes in consumer preferences.

Index Terms- Online Advertising, Instagram, Purchase Decision, Advertising Content.