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The current study sought to fill a gap in the literature by examining how advertising’s affective and cognitive values influence compulsive purchasing on Instagram. To do so, we considered the roles of hedonic and utilitarian browsing and customer anxiety. To achieve the stated purpose of this study, an applied research method was utilized, and the data were collected through an online survey. To analyze the data, the structural equation modeling using partial least squares was applied. The results showed that advertising’s affective and cognitive values have an effect on hedonic and utilitarian browsing and, consequently, the urge to buy impulsively and compulsively. The findings also revealed that the customer anxiety was an influential variable for compulsive buying and an impressible variable for the urge to buy impulsively. This study may benefit entrepreneurs in the realm of transitional economies to attract customers by controlling environmental stimuli that influence customers’ Instagram searches and, ultimately, their buying behavior.

The Impact of Advertising Values on Impulsive and Compulsive Buying