Disclosing the Impact of Millennial Attitude Toward Instagram Advertising on Their Attitude Toward Brand and Purchase Intention in Pandemic COVID-19

Abstract

The pandemic COVID-19 has brought changes in Indonesian consumer behaviour. Brands in Indonesia need to invest in Instagram advertisements to cope with the change in consumers' behaviour during the pandemic COVID-19. This study investigates the impact of Instagram's advertising effectiveness on building consumers' attitudes on brand and purchase intention. This study adopts a quantitative method through an online survey of 446 respondents. The data were analyzed using structural equation modelling (SEM). The result stated that entertainment and personalization positively influence millennial attitude toward Instagram advertising, and consumers' attitude toward Instagram advertising also positively influences their attitude toward the brand and regards their purchase intention. The study contributed to the advertising literature by extending the research on Instagram advertising and branding. This study contributes to the managerial application by enabling brands and marketers to create effective Instagram advertising that will lead to a positive response from consumers toward a brand.