A Study on Utilizing Social Media Advertising through “Instagram Aesthetics” to Drive Purchase Intention

Angelu G. Alcaraz,Graciela Reneé C. Balmori,Earl Pantoja,Jellah Daryl C. Ricalde

doi:10.32996/jbms.2022.4.1.20

Angelu G. Alcaraz, Graciela Reneé C. Balmori + Show 2 more

Open Access

https://doi.org/10.32996/jbms.2022.4.1.20

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Abstract

Due to various factors, the number of start-up firms is constantly increasing. Social media is vital for promoting businesses, especially in this age. It helps companies to improve communication efficiency, foster creativity, and provide helpful information, among other things. Social media advertising is known for its low costs; hence it enables start-ups to launch various promotions that increase purchase intent. This study aims to know if several advertising factors, including uniqueness, clarity, and interactivity, influence a customer’s purchase intention and understand a significant relationship between these. Thus, a survey will be used through Google Forms to gather data. Indeed, online businesses continuously grow, especially as this becomes the source of income for some, unleashes one's passion towards businesses, provides more accessibility and convenience, and many more reasons, particularly during the pandemic. Using creative materials in digital marketing would help enterprises raise their brand awareness, increase overall sales, and expand businesses. Instagram Aesthetics significantly affects the purchase intention of consumers. The uniqueness of these outputs is the most important since it portrays not just originality but be able to gain a competitive advantage in the market, which reflects the operation of the business. However, it is also essential to have interactivity and clarity. The study would be important mainly for business owners, specifically those who operate solely on Instagram, to understand how creativity in advertising would help them market their business online. Moreover, this would be a powerful aid in attracting their target market and potential customers through their artistic visuals.

Highlights

To elicit interest and enhance their visibility to their target market. This quantitative research is correlational research that aims to determine a relationship between social media advertising factors and purchase intention and brand content
The first criterion would be that respondents must be Instagram users since this study focuses on this social media platform
Interpretations and Discussion The findings of this study provide several insights which address the concern regarding the social media advertising factors that affect the product purchase intention, such as the a.) uniqueness, b.) clarity and c.) interactivity

Summary

Introduction

The number of start-up businesses is continuously growing due to various reasons. According to SalesForce (2019), over 90% of the business population represents small- and medium-sized businesses, known as SMEs. During the 1980s, many companies realized the need for more strategic integration of their promotional tools. These firms began moving toward the process of integrated marketing communications (IMC), which involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers. As marketers embraced the concept of integrated marketing communications, they began asking their ad agencies to coordinate the use of a variety of promotional tools rather than relying primarily on media advertising. Several companies began to look beyond traditional advertising agencies and use other promotional specialists to develop and implement various components of their promotional plans. During the 1990s, IMCs emerged, and mass communications, which relay information to large segments of the population through television, radio, and other media—dominated marketing

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