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Consumer Attitude and Purchasing Beh...

Pavlenko, Kateryna.

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Consumer Attitude and Purchasing Behavior Related to Native Advertising on Instagram Social Media Platform.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Consumer Attitude and Purchasing Behavior Related to Native Advertising on Instagram Social Media Platform./
作者:	Pavlenko, Kateryna.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
面頁冊數:	112 p.
附註:	Source: Masters Abstracts International, Volume: 80-07.
Contained By:	Masters Abstracts International80-07.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13424274
ISBN:	9780438752955

Consumer Attitude and Purchasing Behavior Related to Native Advertising on Instagram Social Media Platform.
Pavlenko, Kateryna.

Consumer Attitude and Purchasing Behavior Related to Native Advertising on Instagram Social Media Platform. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 112 p.

Source: Masters Abstracts International, Volume: 80-07.

Thesis (M.S.)--Webster University, 2018.

This item must not be sold to any third party vendors.

The current study investigates consumer attitude and purchasing behavior related to native advertising on an Instagram social media platform. Native advertisement on Instagram appears as "Sponsored" posts. Native advertising is a relatively new phenomenon in the advertising field. The key strength of which is the fact that the advert combines with the social media content, and thus is less intrusive. Since native advertising term and technique was only established in 2011, it is still hard to judge the potential and usefulness of such advertising method (Lee, Kim, & Ham, 2016). Therefore, this study investigates which factors, if any, are predictors of purchasing behavior and attitude related to "Sponsored" posts on Instagram. Among predictive factors of attitude and purchasing behavior are ease of use, privacy concern, perceived personalization, intrusiveness, and attitude toward online purchasing via social media platforms. Primary research is collected within the convenience sample (n=150) by personal interviews with a structured questionnaire. The study found that perceived personalization, privacy concern, and intrusiveness are predictors of attitude toward native advertising on Instagram, while ease of use was not supported as a predictor of attitude toward native advertising on Instagram. Attitude toward native advertising on Instagram is a predictor of purchase intent, yet not the predictor of purchase frequency. On the other hand, attitude toward online purchasing via social media platforms influence purchase intent and purchase frequency.

ISBN: 9780438752955Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Instagram

Consumer Attitude and Purchasing Behavior Related to Native Advertising on Instagram Social Media Platform.
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