Drivers and barriers influencing consumer purchase intention through social media - Instagram advertisements
Author(s):
R Snekha, Santhwana Prasad
Keywords:
Instagram, credibility, attitude, personalization.
Abstract
The aspects that influence customers' opinions of Instagram advertisements are examined in this article. Additionally, it investigates how consumers' opinions toward these commercials affect how they acquire attitudes toward certain brands. Data from Instagram users were gathered through an online survey. According to the findings, customers' sentiments are closely correlated with how informative, entertaining, credible, and annoying they found the Instagram commercials to be. It also looks at the personalization aspect of Instagram. Additionally, the outcomes support the notion that consumers' perceptions of Instagram advertisements have a favorable impact on their perceptions of the brands being promoted. The current study makes a theoretical contribution by outlining the elements that influence consumers' opinions toward advertisements on Instagram.
Article Details
Unique Paper ID: 157994

Publication Volume & Issue: Volume 9, Issue 8

Page(s): 397 - 405
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