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Received: 04.05.2022 Accepted: 10.08.2022 Published: 06.02.2023 DOI: 10.47750/QAS/24.193.13
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.
Keywords: Instagram, social media, Social Tie, Advertising literacy, Advertising quality
Introduction
Online shopping activities have been recognized to get strongly affected by the growth of e-commerce businesses in Indonesia, which witnesses significant transactions on available marketplace platforms. In parallel with the growing trends of online shopping, marketing research has continuously attempted to develop a framework to allow practicing marketers to discover and understand consumer behavior in online shopping. In general, various factors are known to form the behavior, including trust, attitude, and lifestyle, which may relate to different cultural and national traits (Pavlou dan Chai, 2002). The consumer behavior is situated by accessible facilities and technologies to support their online shopping activities.
In today's era, technological advances have engaged society in a more digital and mobile direction. The Internet and various internet-connected devices and gadgets have consistently replaced conventional access to information. Advertise products through smartphone-accessed mediums have currently grown to be a disruptive marketing channel for the advertising industry. The rapid advances of smartphone-dedicated applications, including instant messaging apps and social networking services (SNS), have also facilitated people to build their connections across geographical locations and time zones (Zhou, 2011). People may currently have more alternatives to connect better than ever through, for example, WhatsApp, Instagram, Facebook, Twitter, and...