Is ambiguity an efficient tool in Instagram ads?
by Lilia Khrouf; Souad Maghraoui
International Journal of Technology Marketing (IJTMKT), Vol. 17, No. 4, 2023

Abstract: The effects of ambiguous Instagram ads on users are still poorly understood, since few studies have dealt with such an interesting topic. Indeed, some researchers pointed to the communicational merit of ambiguous, while others have focused much more on their negative cognitive and behavioural outcomes. Accordingly, this study aims to shed light on these proposals. To this end, a survey was conducted on 250 Instagrammers. Data collected was analysed through the PLS-SEM method. The results show that ambiguity of Instagram ads leads internet users to cast manipulative inferences on ads, thus negatively affecting their attitudinal reactions and inhibiting their e-wom intentions. With these findings, avenues for future research are proposed.

Online publication date: Fri, 06-Oct-2023

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