Abstract
This article investigates the factors that affect consumers’ attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers’ attitudes towards these advertisem...
Highlights
During this decade, the advertising field has been subjected to big changes due to the rapid development of social media (Dahl, 2018)
Attitudes towards the Brand entertainment, informativeness, lack of irritation, and credibility of web advertisements affect the way consumers evaluate them. We argue that these four factors are the main pillars for consumers’-perceived advertising value for Instagram advertisements
This study was conducted in response to several calls by marketing scholars and practitioners for a better understanding of the factors that affect consumers’ attitudes towards Instagram advertisements (Korotina & Jargalsaikhan, 2016)
Summary
The advertising field has been subjected to big changes due to the rapid development of social media (Dahl, 2018). Marketers are continuously searching for more effective media for interacting and communicating with customers. Social media with its interactive nature has started to receive good portions of advertising budgets (Ashley & Tuten, 2015). Marketing through social media includes the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders (Tuten & Solomon, 2017). Social media usage has expanded over the years to the extent that this increase shows no signs of stopping where millions of customers are joining various social networking websites every year.
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