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
Article Preview & Download


Share This Article

Join our RMS

Conference Alert

NCSEM 2024

National Conference on Sustainable Engineering and Management - 2024

Last Date: 15th March 2024

Call For Paper

Volume 10 Issue 10

Last Date for paper submitting for March Issue is 25 June 2024

About Us

IJIRT.org enables door in research by providing high quality research articles in open access market.

Send us any query related to your research on editor@ijirt.org

Social Media

Google Verified Reviews