Social media is known as a limitless platform that connects people. Majority of the young generation would create social media accounts and presently, the most preferred one is Instagram. Instagram allows its users to upload any picture and video contents where the young generation today usually would use this platform to share pictures of their recent purchases. Due to the high population and the current trend of Instagram users, many online sellers started to see this platform as another channel for them to promote and to bridge the gap between buyers and sellers. Sellers exploit Instagram to stay closer with their followers by implementing many promotional tactics and activities. The intention behind the promotional tactics is mainly to shape the emotion of their followers/buyers. The aim of this study is to investigate how well the shaped discussion will trigger persons’ emotions that soon will influence them not only to initiate purchase intention but to spread only positive user-generated content on their Instagram accounts. The online survey was employed with link to the survey was shared conveniently via Whatsapp application among bachelor degree students of UiTM Caw. Melaka Kampus Bandaraya Melaka. A total of 189 sets of the survey were obtained. Analyses were conducted and results showed, through a series of promotional tactics, emotions will be triggered especially arousal. Excitements then will influence the followers to purchase or to upload favorable contents.