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- Title
Investigating the Quality of Online Advertisements on Instagram: An Experimental Design.
- Authors
HIJRAH, Lailatul; HUDAYAH, Syarifah; ARANSYAH, Muhamad Fikry
- Abstract
This experimental design is conducted by applying laboratory experiments to investigate the effects of intentional manipulations on participating subjects. In detail, this research attempts to examine the quality of advertising proxies in marketing communication affected by Advertising Format and Advertising Literacy. The first experiment involves 100 participants who are randomly given interactive or non-interactive advertising from a peer. In the second experiment, 226 undergraduate students of Mulawarman University, Indonesia, are randomly assigned to eight designated situations. Looking at this study's results, improving entertaining features (Advertising Format) in advertising is found to deliver a significantly positive effect to attract consumers' attention. The Advertising Literacy variable is discovered to negatively affect the quality of advertising in a weak consumer tie. Hence, this study suggests that advertising literacy expectedly decreases consumers' perceived value of advertising and lessens their intentions to share. This paper will contribute to the marketing and advertising literature to design an online advertisement on Instagram.
- Subjects
INDONESIA; PROMOTIONAL literature; MARKETING; EXPERIMENTAL design; COMMUNICATION in marketing; MARKETING literature; ADVERTISING; INTERNET advertising
- Publication
Quality - Access to Success, 2023, Vol 24, Issue 193, p109
- ISSN
1582-2559
- Publication type
Article
- DOI
10.47750/QAS/24.193.13