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#ProductPlacement on Instagram - the sponsored and fabricated eWOM : comparing product placement on Instagram and banner advertisement of a weight loss product

Wnent, S. (2016) #ProductPlacement on Instagram - the sponsored and fabricated eWOM : comparing product placement on Instagram and banner advertisement of a weight loss product.

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Abstract:The present study aimed to examine the power of Instagram product placement and the implementation of a "#sponsored" hashtag in comparison to banner advertisement and the influence of text appeal on perceived message credibility, product attitude and purchase intention for a weight loss and fitness product (detox tea). A 3 (non-sponsored IPP vs sponsored IPP vs banner advertisement) by 2 (rational appeal vs emotional appeal) between-subject design was implemented. Instagram involvement and body satisfaction were included as moderators. In this online-study 256 female Instagram users, living in Germany took part. Advertisement type had no main effect on message credibility, product attitude and purchase intention. The manipulation check revealed that all three advertisement types were perceived as forms of advertisement. For rational text appeals participants showed a more positive product attitude and a higher purchase intention compared to emotional text appeals. Highly involved Instagram users had a higher purchase intention than lowly involved Instagram Furthermore, highly involved Instagram users were proven to have a higher preference for a rational text appeal in terms of purchase intention than lowly involved Instagram users. Also an interaction effect between body satisfaction, advertisement type and text appeal on product attitude and purchase intention was found.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/71525
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