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

• Main Authors: Hussain, A., Hooi Ting, D., Zaib Abbasi, A., Rehman, U.
• Format: Article
• Published: 2023
• Online Access: http://scholars.utp.edu.my/id/eprint/34240/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85135689311&doi=10.1080%2f10496491.2022.2108185&partnerID=40&md5=d5b4162903cc6857c7cdd6c6a1187acc
• Institution: Universiti Teknologi Petronas

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...