ADVERTISING VALUE OF INSTAGRAM STORIES AND THE EFFECT ON MILLENNIAL’S ATTITUDE
This study begins to measure millennial consumer’s attitude of Instagram Stories ads on a sample of Denpasar & Badung Millennials. Collecting the data was using an online survey among 100 millennials. Hypothesizes were the antecedents on advertising value, which were informativeness, entertainme...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
iVolga Press
2020-03-01
|
| Series: | Russian Journal of Agricultural and Socio-Economic Sciences |
| Subjects: | |
| Online Access: | https://rjoas.com/issue-2020-03/article_04.pdf |
| _version_ | 1797709370747781120 |
|---|---|
| author | Mahatmavidya P.A. Yasa N.N.K. |
| author_facet | Mahatmavidya P.A. Yasa N.N.K. |
| author_sort | Mahatmavidya P.A. |
| collection | DOAJ |
| description | This study begins to measure millennial consumer’s attitude of Instagram Stories ads on a sample of Denpasar & Badung Millennials. Collecting the data was using an online survey among 100 millennials. Hypothesizes were the antecedents on advertising value, which were informativeness, entertainment, irritation and credibility; the advertising value; and the last was the attitude towards the Instagram stories ads. The research model was estimated using Partial Least Squares. Results show Credibility and Entertainment were the strongest predictors, with Informativeness in third place. The irritation has a significant negative effect to the advertising value. This indicates the advertiser should create a credible and enjoyable visual to targeting the millennial. Millennials tend to ignore traditional advertising formats. Meanwhile, they are heavy users of Social Networking Sites, especially Instagram. This research presents the first empirical estimation of the Ducoffe model of Advertising Value in the Instagram stories, and the sample is Millenials in Denpasar and Badung (Indonesia). Our research results have relevant implications for brands targeting Millennials through Instagram stories ads. |
| first_indexed | 2024-03-12T06:35:29Z |
| format | Article |
| id | doaj.art-d2dafb3884a94e83af91758aaa8acc07 |
| institution | Directory Open Access Journal |
| issn | 2226-1184 |
| language | English |
| last_indexed | 2024-03-12T06:35:29Z |
| publishDate | 2020-03-01 |
| publisher | iVolga Press |
| record_format | Article |
| series | Russian Journal of Agricultural and Socio-Economic Sciences |
| spelling | doaj.art-d2dafb3884a94e83af91758aaa8acc072023-09-03T01:21:20ZengiVolga PressRussian Journal of Agricultural and Socio-Economic Sciences2226-11842020-03-01993293910.18551/rjoas.2020-03.04ADVERTISING VALUE OF INSTAGRAM STORIES AND THE EFFECT ON MILLENNIAL’S ATTITUDEMahatmavidya P.A.0Yasa N.N.K.1Study Program of Management, University of UdayanaFaculty of Economics and Business, University of UdayanaThis study begins to measure millennial consumer’s attitude of Instagram Stories ads on a sample of Denpasar & Badung Millennials. Collecting the data was using an online survey among 100 millennials. Hypothesizes were the antecedents on advertising value, which were informativeness, entertainment, irritation and credibility; the advertising value; and the last was the attitude towards the Instagram stories ads. The research model was estimated using Partial Least Squares. Results show Credibility and Entertainment were the strongest predictors, with Informativeness in third place. The irritation has a significant negative effect to the advertising value. This indicates the advertiser should create a credible and enjoyable visual to targeting the millennial. Millennials tend to ignore traditional advertising formats. Meanwhile, they are heavy users of Social Networking Sites, especially Instagram. This research presents the first empirical estimation of the Ducoffe model of Advertising Value in the Instagram stories, and the sample is Millenials in Denpasar and Badung (Indonesia). Our research results have relevant implications for brands targeting Millennials through Instagram stories ads.https://rjoas.com/issue-2020-03/article_04.pdfadvertising valueattitude towards advertisinginstagram adssocial media ads |
| spellingShingle | Mahatmavidya P.A. Yasa N.N.K. ADVERTISING VALUE OF INSTAGRAM STORIES AND THE EFFECT ON MILLENNIAL’S ATTITUDE Russian Journal of Agricultural and Socio-Economic Sciences advertising value attitude towards advertising instagram ads social media ads |
| title | ADVERTISING VALUE OF INSTAGRAM STORIES AND THE EFFECT ON MILLENNIAL’S ATTITUDE |
| title_full | ADVERTISING VALUE OF INSTAGRAM STORIES AND THE EFFECT ON MILLENNIAL’S ATTITUDE |
| title_fullStr | ADVERTISING VALUE OF INSTAGRAM STORIES AND THE EFFECT ON MILLENNIAL’S ATTITUDE |
| title_full_unstemmed | ADVERTISING VALUE OF INSTAGRAM STORIES AND THE EFFECT ON MILLENNIAL’S ATTITUDE |
| title_short | ADVERTISING VALUE OF INSTAGRAM STORIES AND THE EFFECT ON MILLENNIAL’S ATTITUDE |
| title_sort | advertising value of instagram stories and the effect on millennial s attitude |
| topic | advertising value attitude towards advertising instagram ads social media ads |
| url | https://rjoas.com/issue-2020-03/article_04.pdf |
| work_keys_str_mv | AT mahatmavidyapa advertisingvalueofinstagramstoriesandtheeffectonmillennialsattitude AT yasannk advertisingvalueofinstagramstoriesandtheeffectonmillennialsattitude |