Factors influencing advertising effectiveness and purchase intention on Instagram

Abstract

Instagram has emerged as an important social media and advertising platform, but little or no research has been done to investigate how the users perceive various Instagram advertisement. The current research relies on two studies to determine which attributes in an ad users notice and favour. The first study is an exploratory study utilising qualitative cognitive mapping to address the key attributes for ad evaluation. The second study tests overall ad evaluation using conjoint analysis to determine which attributes that has the largest positive and negative effect. The research finds that brand (high fit, low fit and unknown), endorser (liked, disliked and not present) and ad (native obvious) all predict ad effectiveness and purchase intention. The results for ad effectiveness and purchase intention are similar and the brand has the highest effect on both.