作者
Ali Hussain, Ding Hooi Ting, Amir Zaib Abbasi, Umair Rehman
发表日期
2023/1/2
期刊
Journal of Promotion Management
卷号
29
期号
1
页码范围
77-105
出版商
Routledge
简介
This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts product purchase intention. To comprehend this issue, we propose a framework that combines the extended Ducoffe’s web advertising value model and the Stimulus-Organism-Response (S-O-R) model. We conceptualize S - stimuli - as perceived advertising value of sponsored Instagram ads; O - organism - as consumer ad-related involvements, comprising cognitive, affective, and flow experiences; and R - response state - as purchase intention. Based on an online survey, data was collected from 337 Malaysian Instagram users. The findings indicate that sponsored Instagram ad-related entertainment, informativeness, credibility, incentives, and celebrity endorsement, are conducive to raising the effectiveness of …
学术搜索中的文章
A Hussain, D Hooi Ting, A Zaib Abbasi, U Rehman - Journal of Promotion Management, 2023