Title: Purchase intention and attitude towards advertisements on Instagram: an empirical study using Instagram Stories

Authors: Lisa-Julie Woo; Augustin Suessmair

Addresses: University College London, Gower Street, WC1E-6BT, London, UK ' Leuphana University of Lueneburg, Wilschenbrucher Weg 84a, 21335 Lueneburg, Germany

Abstract: Since regulations require paid promotions to be disclosed, consumer awareness of advertisements has changed. That requires more focus on assessing influencing factors when it comes to evaluating the effectiveness of an advertisement. This empirical study investigates the effectiveness of advertisements based on the type of influencer and product illustration on an Instagram Story. An experimental design with a total of 308 participants is used to examine consumer attitudes toward advertisements and purchase intention. In addition, the mediating role of source credibility is investigated. The findings show that a product, advertised in a context-based setting on an Instagram Story, has a positive effect on consumer attitude towards the advertisement and their purchase intention. There is no significant effect in the use of a micro-influencer compared to a macro-influencer. In terms of advertisement effectiveness, source credibility can be identified as a mediator for positive consumer responses.

Keywords: influencer marketing; Instagram Story; influencer type; product illustration; advertising.

DOI: 10.1504/IJEBR.2024.138074

International Journal of Economics and Business Research, 2024 Vol.27 No.3, pp.434 - 471

Received: 07 Feb 2021
Accepted: 09 Sep 2021
Published online: 21 Apr 2024 *

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