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Purpose – The purpose of this study is to examine how consumer-s social media engagement platform drives engagement with advertising embedded in the platform and the evaluation of advertising and its influences to purchase intention with the context of social media platform Instagram and its advertising feature Instagram Ads. Design/methodology/approach – The proposed model is built based on the engagement experience framework that define engagement is manifested in various experiences. Based on the data collected from 407 Indonesian respondents, we empirically tested the conceptual model using a structural equation model. Findings – The results of this study are expected to give an empirical result of examine how consumer-s social media engagement in the context of Instagram drives engagement with advertising embedded in the platform (Instagram Ads) and the evaluation of advertising and its influences to purchase intention. Research limitation/implication – This study are expected to provide results that allow marketers and advertisers to understand the importance of the platform (specifically in the context of Instagram) that advertising are embedded that led by engagement with the platform and the advertising and its contribution to consumer purchase intention.