TY - JOUR

T1 - Purchase intention and attitude towards advertisements on Instagram

T2 - an empirical study using Instagram Stories

AU - Woo, Lisa Julie

AU - Suessmair, Augustin

N1 - Publisher Copyright: © 2024 Inderscience Enterprises Ltd.

PY - 2024/5

Y1 - 2024/5

N2 - Since regulations require paid promotions to be disclosed, consumer awareness of advertisements has changed. That requires more focus on assessing influencing factors when it comes to evaluating the effectiveness of an advertisement. This empirical study investigates the effectiveness of advertisements based on the type of influencer and product illustration on an Instagram Story. An experimental design with a total of 308 participants is used to examine consumer attitudes toward advertisements and purchase intention. In addition, the mediating role of source credibility is investigated. The findings show that a product, advertised in a context-based setting on an Instagram Story, has a positive effect on consumer attitude towards the advertisement and their purchase intention. There is no significant effect in the use of a micro-influencer compared to a macro-influencer. In terms of advertisement effectiveness, source credibility can be identified as a mediator for positive consumer responses.

AB - Since regulations require paid promotions to be disclosed, consumer awareness of advertisements has changed. That requires more focus on assessing influencing factors when it comes to evaluating the effectiveness of an advertisement. This empirical study investigates the effectiveness of advertisements based on the type of influencer and product illustration on an Instagram Story. An experimental design with a total of 308 participants is used to examine consumer attitudes toward advertisements and purchase intention. In addition, the mediating role of source credibility is investigated. The findings show that a product, advertised in a context-based setting on an Instagram Story, has a positive effect on consumer attitude towards the advertisement and their purchase intention. There is no significant effect in the use of a micro-influencer compared to a macro-influencer. In terms of advertisement effectiveness, source credibility can be identified as a mediator for positive consumer responses.

KW - advertising

KW - influencer marketing

KW - influencer type

KW - Instagram Story

KW - product illustration

KW - Psychology

KW - Business psychology

UR - http://www.scopus.com/inward/record.url?scp=85191167127&partnerID=8YFLogxK

U2 - 10.1504/IJEBR.2024.138074

DO - 10.1504/IJEBR.2024.138074

M3 - Journal articles

AN - SCOPUS:85191167127

VL - 27

SP - 434

EP - 471

JO - International Journal of Economics and Business Research

JF - International Journal of Economics and Business Research

SN - 1756-9850

IS - 3

ER -