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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 …