Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-08-08 DOI:10.1080/10496491.2022.2108185

Ali Hussain, Ding Hooi Ting, Amir Zaib Abbasi, Umair Rehman

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引用次数: 18

Abstract

Abstract This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts product purchase intention. To comprehend this issue, we propose a framework that combines the extended Ducoffe’s web advertising value model and the Stimulus-Organism-Response (S-O-R) model. We conceptualize S - stimuli - as perceived advertising value of sponsored Instagram ads; O - organism - as consumer ad-related involvements, comprising cognitive, affective, and flow experiences; and R - response state - as purchase intention. Based on an online survey, data was collected from 337 Malaysian Instagram users. The findings indicate that sponsored Instagram ad-related entertainment, informativeness, credibility, incentives, and celebrity endorsement, are conducive to raising the effectiveness of ad-stimuli, which in turn, enhance consumers’ cognitive and affective ad involvement and flow, to influence purchase behavior. The research offers empirical evidence to support the S-O-R framework and helps to expand the scope of sponsored advertising value research and its effect on consumers’ purchase intention. Furthermore, it benefits marketers and advertisers in promoting effective advertising campaigns using sponsored Instagram advertising. It also provides a platform where marketers can design ads that can help them to reach their marketing goals.

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整合S-O-R模型检验基于Instagram赞助广告的购买意向

摘要本研究探讨了赞助Instagram广告的价值如何增强消费者与广告相关的参与（认知和情感）和流量体验，从而影响产品购买意愿。为了理解这个问题，我们提出了一个框架，该框架结合了扩展的Ducoffe的网络广告价值模型和刺激组织反应（s-O-R）模型。我们将S刺激概念化为赞助Instagram广告的感知广告价值；O-有机体-作为消费者的广告相关参与，包括认知、情感和流动体验；R-响应状态-作为购买意图。根据一项在线调查，数据来自337名马来西亚Instagram用户。研究结果表明，赞助Instagram广告相关的娱乐性、信息性、可信度、激励和名人背书有助于提高广告刺激的有效性，进而增强消费者的认知和情感广告参与度和流量，从而影响购买行为。该研究为支持S-O-R框架提供了实证证据，并有助于扩大赞助广告价值研究的范围及其对消费者购买意愿的影响。此外，它有利于营销人员和广告商使用赞助的Instagram广告来推广有效的广告活动。它还提供了一个平台，营销人员可以在这里设计广告，帮助他们实现营销目标。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.