Title: Suspicion of manipulation on Instagram: is the consumer being duped?

Authors: Souad Maghraoui; Lilia Khrouf; Azza Frikha

Addresses: Unité de Recherche Méthodes Marketing, Ecole Supérieure de Commerce de Tunis, University of Manouba, 8 Ibn el Jazzar Street, Nouvelle Ariana, Tunis, Tunisia ' Unité de Recherche Méthodes Marketing, Ecole Supérieure de Commerce de Tunis, University of Manouba, 35 Mosbah Jarbou Street, 2092, Tunis, Tunisia ' Unité de Recherche Méthodes Marketing, Ecole Supérieure de Commerce de Tunis, University of Manouba, 13, Ali Iben Abi Taleb Street, 1002, Tunis, Tunisia

Abstract: This research aims to study the impact of the perceived manipulative intentions during an Instagram navigation experience on attitudinal responses and buying intention of internet users, especially when they are cynical. To achieve this, a survey was conducted among 214 internet users. Data analysis using the partial least squares method demonstrated that, in accordance with our expectations, perceived manipulative intentions during an Instagram ad exposure negatively affect the attitude of internet users towards advertising. However, this negative effect is decreased in the presence of a high degree of cynicism among internet users. The unfavourable attitude towards the advertising leads to an unfavourable attitude towards the brand too, which negatively affects buying intentions. Based on the results of the study, recommendations were addressed to researchers as well as managers.

Keywords: manipulative intentions; attitude; advertising on Instagram; cynicism; internet.

DOI: 10.1504/IJTMKT.2022.10044038

International Journal of Technology Marketing, 2022 Vol.16 No.3, pp.204 - 219

Received: 13 Jan 2021
Accepted: 16 Sep 2021

Published online: 12 May 2022 *

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