ISSN 2394-5125
 

Research Article 


CONSUMERíS PERCEPTION OF INSTAGRAM ADVERTISEMENTS

Ishita Dongre.

Abstract
Social media marketing grabs attention towards strategies in which social networks and applications are targeted to spread brand awareness and advertise products. Instagram is one such existing social media platform used for social media marketing. It becomes difficult for any business to market their products and please their potential customers without having a clear understanding of the consumer perception. This study aims to establish a consumer perception of Instagram advertisements by taking the following variables into consideration Ė (1) Personalization, (2) Visual Appearance (3) Accessibility (4) Consumer Engagement and (5) Assumed Pricing of the product. After hypothesis testing, using regression analysis of these variables it was found personalization has the highest impact on consumer perception followed by accessibility and visual appearance. Consumer engagement and assumed product pricing do not affect the perception. Further to understand user behaviour, correlation analysis was done between thought of buying a product and actual purchase of the product which resultant in a fairly position relation between the two variables. At last, based on percentage analysis it was stated that when there are limited resources advertisements should be published on userís feed and when there are sufficiently large amount of resources to buy more advertising space on Instagram, both the modes of advertising Ė advertisements on feed and advertisements on stories should be used by the advertiser.

Key words: Instagram Marketing, Consumer Perception, Social media marketing, Instagram advertising


 
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Pubmed Style

Ishita Dongre. CONSUMERíS PERCEPTION OF INSTAGRAM ADVERTISEMENTS. JCR. 2020; 7(19): 7834-8744. doi:10.31838/jcr.07.19.891


Web Style

Ishita Dongre. CONSUMERíS PERCEPTION OF INSTAGRAM ADVERTISEMENTS. http://www.jcreview.com/?mno=136146 [Access: September 18, 2020]. doi:10.31838/jcr.07.19.891


AMA (American Medical Association) Style

Ishita Dongre. CONSUMERíS PERCEPTION OF INSTAGRAM ADVERTISEMENTS. JCR. 2020; 7(19): 7834-8744. doi:10.31838/jcr.07.19.891



Vancouver/ICMJE Style

Ishita Dongre. CONSUMERíS PERCEPTION OF INSTAGRAM ADVERTISEMENTS. JCR. (2020), [cited September 18, 2020]; 7(19): 7834-8744. doi:10.31838/jcr.07.19.891



Harvard Style

Ishita Dongre (2020) CONSUMERíS PERCEPTION OF INSTAGRAM ADVERTISEMENTS. JCR, 7 (19), 7834-8744. doi:10.31838/jcr.07.19.891



Turabian Style

Ishita Dongre. 2020. CONSUMERíS PERCEPTION OF INSTAGRAM ADVERTISEMENTS. Journal of Critical Reviews, 7 (19), 7834-8744. doi:10.31838/jcr.07.19.891



Chicago Style

Ishita Dongre. "CONSUMERíS PERCEPTION OF INSTAGRAM ADVERTISEMENTS." Journal of Critical Reviews 7 (2020), 7834-8744. doi:10.31838/jcr.07.19.891



MLA (The Modern Language Association) Style

Ishita Dongre. "CONSUMERíS PERCEPTION OF INSTAGRAM ADVERTISEMENTS." Journal of Critical Reviews 7.19 (2020), 7834-8744. Print. doi:10.31838/jcr.07.19.891



APA (American Psychological Association) Style

Ishita Dongre (2020) CONSUMERíS PERCEPTION OF INSTAGRAM ADVERTISEMENTS. Journal of Critical Reviews, 7 (19), 7834-8744. doi:10.31838/jcr.07.19.891