CONSUMER ATTITUDE TOWARDS ADVERTISING ON INSTAGRAM: THE ROLE OF ADS PERSONALIZATION AND CONSUMER EXPERIENCE
DOI:
https://doi.org/10.31933/dijdbm.v3i1.1081Keywords:
e-commerce, advertising, Instagram, personal marketing, consumer attitudesAbstract
Instagram account users in Indonesia are increasing, in 2020 it was recorded that 69.2 million people have an account on Instagram. For marketers, the increasing number of Instagram account is a market opportunity. It predicts that consumer attitudes and consumer experiences will be influenced by personalized messages in advertisements. The purpose of this study was to analyze the relationship between advertisement personalization, consumer experience, and attitudes towards advertising and brands. The research design is descriptive quantitative with a sample survey method. Research respondents are owners of Instagram accounts in Indonesia, with a total sample of 200 people. The analysis tool uses PLS. From the results of the study, it is known that there is a significant association between the personalization of advertising on Instagram on consumer attitudes of Instagram users towards these advertisements. Research also shows that there is a significant association between consumer experience on consumer attitudes of Instagram users. Furthermore, the study also illustrates a significant association between consumer attitudes of Instagram users towards brand attitudes. It is hoped that the results of this study will contribute empirically to thoughts related to advertising personalization and consumer attitudes towards advertising and brands on social media, particularly through Instagram.
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Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777–782. https://doi.org/10.1016/j.jbusres.2014.11.027
Cheah, I., Shimul, A. S., Liang, J., & Phau, I. (2020). Consumer attitude and intention toward ridesharing. Journal of Strategic Marketing, 00(00), 1–22. https://doi.org/10.1080/0965254X.2020.1733050
Chen, C. C., Hsiao, K. L., & Wu, S. J. (2018). Purchase intention in social commerce: An empirical examination of perceived value and social awareness. Library Hi Tech, 36(4), 583–604. https://doi.org/10.1108/LHT-01-2018-0007
Chen, H. (2018). College-Aged Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues and Research in Advertising, 39(1), 22–36. https://doi.org/10.1080/10641734.2017.1372321
Danniswara, R., Sandhyaduhita, P., & Munajat, Q. (2017). The impact of EWOM referral, celebrity endorsement, and information quality on purchase decision: A case of Instagram. Information Resources Management Journal, 30(2), 23–43. https://doi.org/10.4018/IRMJ.2017040102
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Duffett, R. (2020). The youtube marketing communication effect on cognitive, affective and behavioural attitudes among generation Z consumers. Sustainability (Switzerland), 12(12). https://doi.org/10.3390/su12125075
Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business and Management, 6(1), 1–14. https://doi.org/10.1080/23311975.2019.1618431
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325–333. https://doi.org/10.1016/j.bushor.2017.01.006
Oberoi, P., Patel, C., & Haon, C. (2017). Technology sourcing for website personalization and social media marketing: A study of e-retailing industry. Journal of Business Research, 80(June), 10–23. https://doi.org/10.1016/j.jbusres.2017.06.005
Octavia, A., Hasbullah, H., & Sriayudha, Y. (2020). Development Model of Social Media Marketing – Consumer Loyalty Mediated By Brand Equity and Consumer Response To Fashion Branded Products. Dinasti International Journal of Digital Business Management, 2(1), 20–29. https://doi.org/10.31933/dijdbm.v2i1.633
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations and Production Management, 37(1), 105–123. https://doi.org/10.1108/IJOPM-03-2015-0153
Reid, M. (2005). Performance auditing of integrated marketing communication (IMC) actions and outcomes. Journal of Advertising, 34(4), 41–54. https://doi.org/10.1080/00913367.2005.10639208
Roza, S., Sriayudha, Y., & Octavia, A. (2020). Entrepreneurial Passion, Entrepreneurial Alertness and Islamic Entrepreneurial Orientation: Its Application To the Muslimah Entrepreneur. Dinasti International Journal of Education Management And Social Science, 2(2), 254–265. https://doi.org/10.31933/dijemss.v2i2.654
Shin, D. H. (2013). User experience in social commerce: In friends we trust. Behaviour and Information Technology, 32(1), 52–67. https://doi.org/10.1080/0144929X.2012.692167
Subagio, G. I., Jawhar, R., Joseph, A., & Wibowo, I. (2020). Hubungan Personalisasi Iklan , Keterlibatan Konsumen , dan Manfaat Strategis Terhadap Nilai dalam Konteks?: Studi Empiris dari Perspektif Ekosistem Layanan. 2(i).
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Marketing Intelligence and Planning, 34(1), 19–40. https://doi.org/10.1108/MIP-09-2014-0169
Xu, D. J., & Jingjun, D. (2016). The Influence of Personalization in Affecting Consumer Attitudes toward Mobile Advertising in China THE INFLUENCE OF PERSONALIZATION IN AFFECTING CONSUMER ATTITUDES TOWARD MOBILE ADVERTISING IN CHINA. 4417(February). https://doi.org/10.1080/08874417.2007.11645949
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092
Yayuk Sriayudha. (2013). Pengaruh Experiental Marketing Terhadap Kepuasan Konsumen Pengguna Samsung Galaxy Tab. Jurnal Dinamika Manajemen, 1(4), 1–13.
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2022-01-20
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