Examining Instagram Advertisement and Impulse Buying Intention Interlinkages: An Evaluation Using Ducoffe’s Advertisement Value Model

Abstract

Drawing from the stimulus–organism–response framework and advertisement value theory, this study investigates how Instagram advertisements influence consumers’ impulse buying behaviour among young Instagram users. The study was conducted among young Instagram users who were randomly selected from Kerala, India. The data were collected from 200 sample respondents using a structured questionnaire. The data were analysed using the structural equation model. The finding of the study reveals that ad value elements, namely informativeness and credibility, influence impulse buying intentions among young Instagram users. The current study’s outcome will be helpful to enhance social media marketing initiatives, particularly on Instagram. The results will be useful in identifying which aspects should receive more attention and how much weight should be assigned to each when designing, creating and implementing promotional content on Instagram. The study looked at how young users’ impulsive buying intentions are impacted by perceived value aspects in Instagram advertisements. Since young people make up the bulk of Instagram users, the study’s factors are examined with young Instagram users. The tested variables can be used by social media platforms, marketers, and producers of promotional content to analyse, test, and oversee social media advertising campaigns.