Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization

This article investigates the factors that affect consumers’ attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers’ attitudes towards these advertisements on the development of their attitudes towards brands. An online questionnaire was used to collect...

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Autores principales:	Hazem Rasheed Gaber, Len Tiu Wright, Kaouther Kooli
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	instagram social media marketing advertising egypt brand attitude Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/b9a1ece574ed42d890763f75401b93e5
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id	oai:doaj.org-article:b9a1ece574ed42d890763f75401b93e5
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spelling	oai:doaj.org-article:b9a1ece574ed42d890763f75401b93e52021-12-02T16:07:29ZConsumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization2331-197510.1080/23311975.2019.1618431https://doaj.org/article/b9a1ece574ed42d890763f75401b93e52019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2019.1618431https://doaj.org/toc/2331-1975This article investigates the factors that affect consumers’ attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers’ attitudes towards these advertisements on the development of their attitudes towards brands. An online questionnaire was used to collect data from 412 Instagram users in Egypt. The results suggest that the level of consumers’ perception of informativeness, entertainment, credibility and lack of irritation in the Instagram advertisements is strongly related to their attitudes. Moreover, the results confirm the positive effect of consumers’ attitudes towards Instagram advertisements on their attitudes towards the advertised brands. The current study contributes theoretically by presenting the factors that can make consumers hold favourable attitudes towards advertising on their Instagram accounts. This expands the focus of the theory of consumers’ attitudes towards advertisements to social media which has largely replaced traditional advertising media. Additionally, this article contributes practically by providing some guidelines for marketers to follow when advertising on Instagram.Hazem Rasheed GaberLen Tiu WrightKaouther KooliTaylor & Francis Grouparticleinstagramsocial media marketingadvertisingegyptbrand attitudeBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	instagram social media marketing advertising egypt brand attitude Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	instagram social media marketing advertising egypt brand attitude Business HF5001-6182 Management. Industrial management HD28-70 Hazem Rasheed Gaber Len Tiu Wright Kaouther Kooli Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization
description	This article investigates the factors that affect consumers’ attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers’ attitudes towards these advertisements on the development of their attitudes towards brands. An online questionnaire was used to collect data from 412 Instagram users in Egypt. The results suggest that the level of consumers’ perception of informativeness, entertainment, credibility and lack of irritation in the Instagram advertisements is strongly related to their attitudes. Moreover, the results confirm the positive effect of consumers’ attitudes towards Instagram advertisements on their attitudes towards the advertised brands. The current study contributes theoretically by presenting the factors that can make consumers hold favourable attitudes towards advertising on their Instagram accounts. This expands the focus of the theory of consumers’ attitudes towards advertisements to social media which has largely replaced traditional advertising media. Additionally, this article contributes practically by providing some guidelines for marketers to follow when advertising on Instagram.
format	article
author	Hazem Rasheed Gaber Len Tiu Wright Kaouther Kooli
author_facet	Hazem Rasheed Gaber Len Tiu Wright Kaouther Kooli
author_sort	Hazem Rasheed Gaber
title	Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization
title_short	Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization
title_full	Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization
title_fullStr	Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization
title_full_unstemmed	Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization
title_sort	consumer attitudes towards instagram advertisements in egypt: the role of the perceived advertising value and personalization
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/b9a1ece574ed42d890763f75401b93e5
work_keys_str_mv	AT hazemrasheedgaber consumerattitudestowardsinstagramadvertisementsinegypttheroleoftheperceivedadvertisingvalueandpersonalization AT lentiuwright consumerattitudestowardsinstagramadvertisementsinegypttheroleoftheperceivedadvertisingvalueandpersonalization AT kaoutherkooli consumerattitudestowardsinstagramadvertisementsinegypttheroleoftheperceivedadvertisingvalueandpersonalization
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Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization

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