Abstract
This study tries, with the relationship between narcissism, attitude to Instagram advertisements, and attitude to products among those of Generation MZ who are high in narcissism. First, this study examines the effect of narcissism on susceptibility to informational influence, impulse buying tendency, and openness to experience, the effects of them on attitude to Instagram advertisements and attitude to products, finally, mediating effects of them. This study conducted an online survey to 248 Instagram users among those of Generation MZ and analyzed the data using SPSS 2.1. It was found that narcissism has positive (+) effect on susceptibility to informational influence, impulse buying tendency, and openness to experience, and that susceptibility to informational influence, impulse buying tendency, and openness to experience have positive (+) effects on attitude to Instagram advertisements and attitude to products. The mediating effects of susceptibility to informational influence and impulse buying tendency were also identified. However, openness to experience was found not to have such a mediating effect.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Membrane Science and Technology
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
