Instagram advertising: The catalyst for impulse purchase?

Chang, Shing-Wan ORCID logoORCID: and Mirto, Alessandra (2019) Instagram advertising: The catalyst for impulse purchase? In: 2019 Academy of Marketing Science World Marketing Congress, 09-12 Jul 2019, Edinburgh, Scotland. . [Conference or Workshop Item]


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.

Item Type: Conference or Workshop Item (Paper)
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 26016
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Depositing User: Shing-Wan Chang
Date Deposited: 21 Jan 2019 11:14
Last Modified: 07 Feb 2020 10:42

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