Merchandising/Marketing/Retailing: Branding

The Impact of Instagram Sponsored Ad Message Explicitness and Product Type on Consumers’ Perception of Ad and Click “Shop Now” Intention

Authors
  • Bomi Lee (The University of Tennessee)
  • Michelle L Childs (The University of Tennessee)

Abstract

This study explores the impact of message explicitness and product type on consumer responses to Instagram sponsored ads. Focused on utilitarian (soap) and hedonic (bath bomb) products, the research employs a mediated moderation model to assess persuasion knowledge, perceived deceptiveness, ad credibility, and click "Shop Now" intentions.Findings reveal that the relationship between message explicitness and perceived deceptiveness or ad credibility is non-significant. However, the study uncovers a partial mediation effect, indicating that persuasion knowledge influences the link between message explicitness and click "Shop Now"intentions. Results suggest that consumers may find sponsored ads credible despite perceived exaggeration. Transparency about persuasive intent is crucial, as awareness impacts responses to explicit advertising. The study contributes valuable insights for advertisers, emphasizing the need for clear,accurate, and trustworthy communication in Instagram ads to establish and maintain consumer trust.

Keywords: Instagram Sponsored Ad, Message Explicitness, Product Type, Consumer Perception

How to Cite:

Lee, B. & Childs, M. L., (2024) “The Impact of Instagram Sponsored Ad Message Explicitness and Product Type on Consumers’ Perception of Ad and Click “Shop Now” Intention”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17383

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Published on
23 Jan 2024
Peer Reviewed