THE EFFECT OF ATTITUDE TOWARD INSTAGRAM ADS ON BRAND ATTITUDE AND ENGAGEMENT BEHAVIOUR
Andrew Wilson Saragih (a*), Yeshika Alversia (b)
a) Fakultas Ekonomi dan Bisnis, Universitas Indonesia, Salemba Raya 4, Jakarta 10430, Indonesia
*saragiandrewilson[at]gmail.com
b)Fakultas Ekonomi dan Bisnis, Universitas Indonesia, Salemba Raya 4, Jakarta 10430, Indonesia
Abstract
The rapid growth of Social Media user in Indonesia has created a better chance for to advertise a brand that was previously on a general internet platform, into social media platforms. Social network is basically a two-way communication media, however it is not suitable if advertisement on social media only used as a one-way promotion tools. In this study, researcher use Instagram as the social media, knowing advertising feature on this platform offers more feature for users to engage compare to other social media. The findings indicate that users attitude toward the advertisement, which influenced by Informativeness, Irritation and Entertainment influence positively on users attitude toward the brand and users engagement behaviour. A total of 195 respondents who ever found an advertisement, and currently active using Instagram participated to fill out an online questionnaire and the data analyzed using SEM (Structural Equation Modeling) .
Keywords: Brand Attitude, Engagement Behaviour, Attitude toward the Ad, Internet Advertising, Instagram, Social Network.
Topic: Marketing Management