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Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization

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  • Hazem Rasheed Gaber
  • Len Tiu Wright
  • Kaouther Kooli

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 advertisements on the development of their attitudes towards brands. An online questionnaire was used to collect data from 412 Instagram users in Egypt. The results suggest that the level of consumers’ perception of informativeness, entertainment, credibility and lack of irritation in the Instagram advertisements is strongly related to their attitudes. Moreover, the results confirm the positive effect of consumers’ attitudes towards Instagram advertisements on their attitudes towards the advertised brands. The current study contributes theoretically by presenting the factors that can make consumers hold favourable attitudes towards advertising on their Instagram accounts. This expands the focus of the theory of consumers’ attitudes towards advertisements to social media which has largely replaced traditional advertising media. Additionally, this article contributes practically by providing some guidelines for marketers to follow when advertising on Instagram.

Suggested Citation

  • Hazem Rasheed Gaber & Len Tiu Wright & Kaouther Kooli, 2019. "Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1618431-161, January.
    • Handle: RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1618431
    DOI: 10.1080/23311975.2019.1618431
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    Citations

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    Cited by:

    1. Najah Salamah, 2023. "Craving towards a Personalized Advertisement: Identifying Preferences and Attitudes of Saudi Consumers toward Its Effectiveness," International Business Research, Canadian Center of Science and Education, vol. 16(8), pages 1-16, August.
    2. Mehta REENA & Kulkarni UDITA, 2020. "Impact of Personalized Social Media Advertisements on Consumer Purchase Intention," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 15-24.
    3. Lütjens, Henk & Eisenbeiss, Maik & Fiedler, Maximilian & Bijmolt, Tammo, 2022. "Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints," Journal of Business Research, Elsevier, vol. 153(C), pages 445-466.
    4. Abraham Yeboah & Ofosu Agyekum & Vida Owusu-Prempeh & Kwadwo Boateng Prempeh, 2023. "Using social presence theory to predict online consumer engagement in the emerging markets," Future Business Journal, Springer, vol. 9(1), pages 1-18, December.
    5. Sharma, Anshuman & Dwivedi, Rohita & Mariani, Marcello M. & Islam, Tahir, 2022. "Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    6. Ibrahim Halil Efendioglu & Yakup Durmaz, 2022. "The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users," Papers 2209.13596, arXiv.org.
    7. Damir Dobrinić, 2020. "Advertising Value and Attitude to Catalogs and Store Flyer Ads Among Croatian Consumers – SEM Approach," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(2), pages 129-146.
    8. Ivan De Battista & Franco Curmi & Emanuel Said, 2021. "Influencing Factors Affecting Young People’s Attitude Towards Online Advertising: A Systematic Literature Review," International Review of Management and Marketing, Econjournals, vol. 11(3), pages 58-72.

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