The effect of Instagram ads on consumers' purchase intentions towards electronic home appliances

The main aim of this study is to investigate the effect of informative paid brand-led Instagram advertisements on consumers' purchase intentions towards electronic home appliances . Although there are studies examining the effect of informative advertisements on purchase intention in the literature, studies on consumer's involvement with the message, perceived usefulness of an advertisement and personalization are limited. This study investigates the effects of these constructs on purchase intention in the context of paid brand-led advertisement on Instagram. An online survey was conducted with a sample size of 172. Quantitative data analyses, namely, simple linear regression, ANOVA, and independent samples t-test were utilized. According to the results of the study, perceived usefulness, message involvement, and personalization are important factors that positively affect purchase intention in the context of informative paid brand-led advertisement on Instagram. This study intends to contribute to academic literature and business practices by elaborating on the analyses results and recommending both theoretical and managerial implications.