Purchase intention and attitude towards advertisements on Instagram: an empirical study using Instagram Stories
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In: International Journal of Economics and Business Research, Vol. 27, No. 3, 05.2024, p. 434-471.
Research output: Journal contributions › Journal articles › Research › peer-review
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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 -