Abstract :

Instagram stands out as a prominent platform, offering companies a valuable space to promote their offerings to a vast and diverse audience. To capture consumer interest, Instagram advertisements now incorporate innovative interactive features and ephemeral effects, enhancing their appeal and engagement. The objective of this study is to examine the influence of interactivity and ephemerality of instagram advertisements in shaping perceived value and behavioral intention. A quantitative research approach was employed in this study. Data from 239 participants were gathered through an online survey and analyzed utilizing SmartPLS 3.2.9 software employing Structural Equation Modeling. The findings indicate that the interactivity and ephemerality of Instagram Stories advertisements significantly influence three types of perceived value such as utilitarian, hedonic, and social value among female consumers of the fashion brand HeyLocal. Furthermore, these perceived values motivate positive behavioral intentions such as the intention towards social media activities, online search, and brand purchase. In contrast to social value, it was found that utilitarian and hedonic value do not directly impact brand purchase. In addition, our research revealed that consumers’ purchase decisions can be reinforced through their engagement in social media activities and online information search.

---

Keywords :

Advertisement, Behavioral Intention, Ephemerality, Instagram, Interactivity, perceived value

---

References :

1. Virtanen, H., Björk, P., & Sjöström, E. (2017). Follow for follow: marketing of a start-up company on Instagram. Journal of Small Business and Enterprise Development, 24(3), 468–484. https://doi.org/10.1108/JSBED-12-2016-0202
2. Kim, K., Chung, T. L. (Doreen), & Fiore, A. M. (2023). The role of interactivity from Instagram advertisements in shaping young female fashion consumers’ perceived value and behavioral intentions. Journal of Retailing and Consumer Services, 70. https://doi.org/10.1016/j.jretconser.2022.103159
3. Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing – ESIC, 23(1), 69–94. https://doi.org/10.1108/SJME-09-2018-0042
4. Campbell, C., Sands, S., Treen, E., & McFerran, B. (2021). Fleeting, But Not Forgotten: Ephemerality as a Means to Increase Recall of Advertising. Journal of Interactive Marketing, 56, 96–105. https://doi.org/10.1016/j.intmar.2021.06.001
5. Anderson, K. E. (2015). Getting acquainted with social networks and apps: Snapchat and the rise of ephemeral communication. Library Hi Tech News, 32(10), 6–10. https://doi.org/10.1108/LHTN-11-2015-0076
6. Zhu, J., Zhu, Y., & Hua, Y. (2019). How to Manage the Virtual Brand Community to Improve Brand Preference: Views from the Perceived Interactivity. Proceedings of the 52nd Hawaii International Conference on System Sciences.
7. Peng, L., Zhang, W., Wang, X., & Liang, S. (2019). Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement. Information and Management, 56(2), 317–328. https://doi.org/10.1016/j.im.2018.11.007
8. Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2021). Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2020.102404
9. Sánchez-Cobarro, P. de H., Molina-Castillo, F. J., & Alcazar-Caceres, C. (2021). The brand-generated content interaction of instagram stories and publications: A comparison between retailers and manufacturers. Journal of Theoretical and Applied Electronic Commerce Research, 16(3), 513–524. https://doi.org/10.3390/jtaer16030031
10. Barnea, U., Meyer, R. J., & Nave, G. (2023). The Effects of Content Ephemerality on Information Processing. Journal of Marketing Research. https://doi.org/10.1177/00222437221131047
11. Cheung, M. L., Pires, G. D., & Iii, P. J. R. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. In Int. J. Economics and Business Research (Vol. 17, Issue 3). https://doi.org/https://doi.org/10.1504/IJEBR.2019.098874
12. Park, M., & Yoo, J. (2020). Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective. Journal of Retailing and Consumer Services, 52. https://doi.org/10.1016/j.jretconser.2019.101912
13. Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
14. Ganguli, A., Mahajan, S., & Srivastava, S. (2019). Attitude of Social Media Users towards Ephemeral Marketing. International Journal of Research and Analytical Reviews (IJRAR). ijrar.org
15. Lin, Y. H., Chen, C. Y., Chou, Y. L., & Yeh, C. J. (2020). Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification. European Sport Management Quarterly. https://doi.org/10.1080/16184742.2020.1843514
16. Arruda Filho, E. J. M., Simões, J. D. S., & De Muylder, C. F. (2020). The low effect of perceived risk in the relation between hedonic values and purchase intention. Journal of Marketing Management, 36(1–2), 128–148. https://doi.org/10.1080/0267257X.2019.1697725
17. Zhani, N., Mouri, N., & Ahmed, T. (2022). The role of mobile value and trust as drivers of purchase intentions in m-servicescape. Journal of Retailing and Customer Service, 68, 103060. https://doi.org/10.1016/j.jretconser.2022.103060
18. Jeon, H., Jang, J., & Barrett, E. B. (2017). Linking Website Interactivity to Consumer Behavioral Intention in an Online Travel Community: The Mediating Role of Utilitarian Value and Online Trust. Journal of Quality Assurance in Hospitality and Tourism, 18(2), 125–148. https://doi.org/10.1080/1528008X.2016.1169473
19. Çavuşoğlu, S., Demirağ, B., & Durmaz, Y. (2020). Investigation of the effect of hedonic shopping value on discounted product purchasing. Review of International Business and Strategy, 31(3), 317–338. https://doi.org/10.1108/RIBS-04-2020-0034
20. Watanabe, E. A. de M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070–1184. https://doi.org/10.1108/BFJ-05-2019-0363
21. Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
22. Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648–664. https://doi.org/10.1108/JRIM-03-2021-0072
23. Gómez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196–206. https://doi.org/10.1016/j.chb.2019.01.026
24. Moran, G., Muzellec, L., & Johnson, D. (2020). Message content features and social media engagement: evidence from the media industry. Journal of Product and Brand Management, 29(5), 533–545. https://doi.org/10.1108/JPBM-09-2018-2014
25. Kotler, P., & Armstrong, G. (2018). Principles of Marketing, 17th Global Edition. Pearson Education.
26. Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2), 145–157. https://doi.org/10.1057/s41270-021-00132-9
27. Chen, Y. C., Lee, Y. H., Wu, H. C., Sung, Y. C., & Chen, H. Y. (2017). Online apparel shopping behavior: Effects of consumer information search on purchase decision making in the digital age. 8th International Conference on Awareness Science and Technology (ICAST). https://doi.org/10.1109/ICAwST.2017.8256434
28. Sohn, J. W., & Kim, J. K. (2020). Factors that influence purchase intentions in social commerce. Technology in Society, 63. https://doi.org/10.1016/j.techsoc.2020.101365
29. Purnama Sari, D., & Widodo, T. (2022). Pengaruh Social Media Marketing Terhadap Consumer Purchase Intentions Yang Dimediasi Oleh Customer Trust (Kasus Pada Produk Skincare Scarlett Whitening). E-Proceeding of Management.
30. Bataineh, A. Q. (2015). The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image. International Journal of Marketing Studies, 7(1). https://doi.org/10.5539/ijms.v7n1p126
31. Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189