Instagram Stories:The next advertising chapter Research into the effects of video-advertising in native Instagram ads and Instagram Stories ads on the attitude toward the advertisement, brand attitude and intention to visit the brand’s website

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The current trend of video marketing together with the evolving advertising contexts in Instagram is providing brands with more innovative and creative methods to capture millennials’ scarce attention. However, no previous studies have examined the balance between attention and irritation in solicited Instagram advertising contexts (native vs, Instagram Stories). The current study extends the push-pull theory of message delivery to investigate the effectiveness of both Instagram advertising contexts and the potential impact of intrusiveness perceptions. An experimental online survey was distributed amongst 172 millennial Instagram users in order to examine the effects of both advertising contexts on advertising effectiveness outcomes (i.e. attitude toward the ad, brand attitude and intention to visit the brand’s website) and perceived intrusiveness. Results indicate no differences between both advertising contexts in terms of advertising effectiveness. Moreover, the overall mediating role of perceived intrusiveness was not supported. However, for millenials with low perceptions of advertisement control, Instagram Stories did positively affect advertising effectiveness. Academics are encouraged to further explore this perception of advertisement control in relation to self-efficacy. Marketers may leverage the overall unintrusive nature of Instagram Stories when aiming to attract millenials’ scarce attention. Keywords: Instagram, ephemeral communication, advertising effectiveness, perceived intrusiveness, video marketing
Faculteit der Sociale Wetenschappen