Instagram advertising: The catalyst for impulse purchase?

Conference paper

Chang, S. and Mirto, A. 2019. Instagram advertising: The catalyst for impulse purchase? 2019 Academy of Marketing Science World Marketing Congress. Edinburgh, Scotland 09 - 12 Jul 2019
TypeConference paper
TitleInstagram advertising: The catalyst for impulse purchase?
AuthorsChang, S. and Mirto, A.
Abstract

This study investigates the effect of Instagram advertising on impulse purchase. Ten hypotheses were developed and tested on 258 Instagram users collected via a survey questionnaire distributed on Amazon Mechanical Turk. The results of structural equation modeling (SEM) reveal that visual design, ad relevance, brand credibility, and perceived value have an impact on impulse purchase through trust. On the other hand, ad relevance and brand credibility do not have direct effect on perceived enjoyment whereas visual design and perceived value do. This study contributes to the understanding the extrinsic cues of Instagram advertising in stimulating impulse purchases.

Conference2019 Academy of Marketing Science World Marketing Congress
Publication dates
Print09 Jul 2019
Publication process dates
Deposited21 Jan 2019
Accepted15 Jan 2019
Output statusPublished
LanguageEnglish
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