Shopping through Instagram has recently become a trend in the Lebanese market lately with hundreds of Instagram pages dedicated to selling goods and having them delivered to consumers' addresses. The purpose of this study is to analyze this new trend and find out if it is taking over the traditional online shopping through regular retail websites. One of the objectives of this thesis is to fill the gap of previous literature that did not provide an in depth investigation of the Instagram shopping trend in Lebanon. The theories that will frame the study are the shopping preference theory, which ...