The Effect of Advertising Exposure on Attitude Toward the Advertising and the Brand and Purchase Intention in Instagram

DOI

10.2991/aprish-18.2019.24How to use a DOI?

Keywords

Social media advertising; Purchase intention; Attitude toward the advertising; Attitude toward the brand; Advertising effectiveness

Abstract

The steady rise in use of social media for advertising has raised several questions about the important features of advertisement that could attract the customers. The present study investigates the effectiveness of advertising exposure on Instagram, a widely used social media in Indonesia, with regard to the customers' behavioral attitudes toward the brand and purchase intention. This quantitative research conducted through a survey of over 260 respondents via self-administered structured questionnaires. Data were analyzed using structural equation modeling (SEM) using LISREL. The most powerful influences that exist between variables that measure ad exposure are that of entertainment and informativeness on attitude toward the advertising. In addition, compared to the influence of attitude toward the brand, attitude toward the advertising has a significant effect on purchase intention. This study focuses only on Instagram users and the advertising campaign run in Indonesia. Despite this limitation, the study findings enable marketers to enhance the effectiveness of their advertising campaign to reach the targeted ROI through emotional appeals, creativity, information, entertainment features to increase customer's positive attitude toward the advertising, the brand, and purchase intention. The study contributes to the literature of marketing communication, specifically in advertising, by enabling researchers to understand the social media advertising effectiveness from emotional appeals, creativity, information, entertainment aspects.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Paragitha Kusuma Wardhani
AU  - M. Gunawan Alif
PY  - 2019/10
DA  - 2019/10
TI  - The Effect of Advertising Exposure on Attitude Toward the Advertising and the Brand and Purchase Intention in Instagram
BT  - Proceedings of the 3rd Asia-Pacific Research in Social Sciences and Humanities Universitas Indonesia Conference (APRISH 2018)
PB  - Atlantis Press
SP  - 196
EP  - 204
SN  - 2352-5398
UR  - https://doi.org/10.2991/aprish-18.2019.24
DO  - 10.2991/aprish-18.2019.24
ID  - Wardhani2019/10
ER  -