Title: Optimal Instagram advertising design features. A study on brand image and millennials' purchase intention

Authors: Ioannis Rizomyliotis; Dimitrios Zafeiriadis; Kleopatra Konstantoulaki; Apostolos Giovanis

Addresses: University of West Attica, 250 Thivon & P. Ralli Str, Egaleo, 12241, Athens, Greece ' Brighton Business School, University of Brighton, Mithras House, Lewes Road, Brighton BN2 4AT, UK ' University of Westminster, 35 Marylebone Rd, London NW1 5LS, UK ' University of West Attica, Ag. Spiridonos, 12210, Aigaleo, Athens, Greece

Abstract: Social media advertising and especially text-based online platforms have been studied for decades. Still, the investigation of the most effective mix of key design elements in Instagram ads in relation to consumer purchase intention and brand image is still underexplored. This study aims to examine the impact of three key advertisement design elements (colour, font size and layout) on brand image and consumer purchase intention. Three hundred twenty participants were randomly assigned to the conditions of the experiment. The findings provided insights into the way the design elements alter the intention of the consumers to buy and their perceptions of the brand image respectively.

Keywords: Instagram advertising; brand image; purchase intention; visual elements; colour; font; layout.

DOI: 10.1504/IJIMA.2021.117539

International Journal of Internet Marketing and Advertising, 2021 Vol.15 No.4, pp.394 - 411

Received: 10 Jul 2019
Accepted: 27 Apr 2020

Published online: 03 Sep 2021 *

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