Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising
This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts product purchase intention. To comprehend this issue, we propose a framework that combines the extended...
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2023
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oai:scholars.utp.edu.my:342402023-01-04T02:55:16Z http://scholars.utp.edu.my/id/eprint/34240/ Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising Hussain, A. Hooi Ting, D. Zaib Abbasi, A. Rehman, U. This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts product purchase intention. To comprehend this issue, we propose a framework that combines the extended Ducoffe�s web advertising value model and the Stimulus-Organism-Response (S-O-R) model. We conceptualize S - stimuli - as perceived advertising value of sponsored Instagram ads; O - organism - as consumer ad-related involvements, comprising cognitive, affective, and flow experiences; and R - response state - as purchase intention. Based on an online survey, data was collected from 337 Malaysian Instagram users. The findings indicate that sponsored Instagram ad-related entertainment, informativeness, credibility, incentives, and celebrity endorsement, are conducive to raising the effectiveness of ad-stimuli, which in turn, enhance consumers� cognitive and affective ad involvement and flow, to influence purchase behavior. The research offers empirical evidence to support the S-O-R framework and helps to expand the scope of sponsored advertising value research and its effect on consumers� purchase intention. Furthermore, it benefits marketers and advertisers in promoting effective advertising campaigns using sponsored Instagram advertising. It also provides a platform where marketers can design ads that can help them to reach their marketing goals. © 2022 Taylor & Francis Group, LLC. 2023 Article NonPeerReviewed Hussain, A. and Hooi Ting, D. and Zaib Abbasi, A. and Rehman, U. (2023) Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising. Journal of Promotion Management, 29 (1). pp. 77-105. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85135689311&doi=10.1080%2f10496491.2022.2108185&partnerID=40&md5=d5b4162903cc6857c7cdd6c6a1187acc 10.1080/10496491.2022.2108185 10.1080/10496491.2022.2108185 10.1080/10496491.2022.2108185 |
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This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts product purchase intention. To comprehend this issue, we propose a framework that combines the extended Ducoffe�s web advertising value model and the Stimulus-Organism-Response (S-O-R) model. We conceptualize S - stimuli - as perceived advertising value of sponsored Instagram ads; O - organism - as consumer ad-related involvements, comprising cognitive, affective, and flow experiences; and R - response state - as purchase intention. Based on an online survey, data was collected from 337 Malaysian Instagram users. The findings indicate that sponsored Instagram ad-related entertainment, informativeness, credibility, incentives, and celebrity endorsement, are conducive to raising the effectiveness of ad-stimuli, which in turn, enhance consumers� cognitive and affective ad involvement and flow, to influence purchase behavior. The research offers empirical evidence to support the S-O-R framework and helps to expand the scope of sponsored advertising value research and its effect on consumers� purchase intention. Furthermore, it benefits marketers and advertisers in promoting effective advertising campaigns using sponsored Instagram advertising. It also provides a platform where marketers can design ads that can help them to reach their marketing goals. © 2022 Taylor & Francis Group, LLC. |
| format |
Article |
| author |
Hussain, A. Hooi Ting, D. Zaib Abbasi, A. Rehman, U. |
| spellingShingle |
Hussain, A. Hooi Ting, D. Zaib Abbasi, A. Rehman, U. Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising |
| author_facet |
Hussain, A. Hooi Ting, D. Zaib Abbasi, A. Rehman, U. |
| author_sort |
Hussain, A. |
| title |
Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising |
| title_short |
Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising |
| title_full |
Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising |
| title_fullStr |
Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising |
| title_full_unstemmed |
Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising |
| title_sort |
integrating the s-o-r model to examine purchase intention based on instagram sponsored advertising |
| publishDate |
2023 |
| url |
http://scholars.utp.edu.my/id/eprint/34240/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85135689311&doi=10.1080%2f10496491.2022.2108185&partnerID=40&md5=d5b4162903cc6857c7cdd6c6a1187acc |
| _version_ |
1754532146483036160 |
| score |
13.211869 |