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Instagram, advertising on a level playing field? The effect of brand familiarity and advertisement vividness

Middelesch, T. (2017) Instagram, advertising on a level playing field? The effect of brand familiarity and advertisement vividness.

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Abstract:This study aims to understand how Instagram advertisements can influence people’s attitudes and behavioral intentions through the level of advertisement vividness and brand familiarity and whether and how the influences are mediated by the level of involvement and arousal. Therewith, the proposition that a higher level of advertisement vividness on Instagram allows unfamiliar brands to compete against familiar brands is also examined. The study uses a 2 x 2 experimental design. Two levels of vividness of the advertisement (video and photo) were manipulated as independent variable and combined with two levels of brand familiarity (familiar or unfamiliar brand) generating four experimental conditions. It is assumed that interactions between vividness and brand familiarity are mediated by arousal and involvement that is used. The results of the study show significant evidence that highly vivid Instagram advertisements lead to a higher level of social endorsement. Responses from the participants also revealed that Instagram advertisements with a familiar brand lead to a more positive brand attitude. Furthermore, brand familiarity turned out to have a greater impact on people’s behavioral intentions, in terms of purchase intention. These effects are all mediated by arousal. By contrast, involvement played no mediating role in these outcomes. Results did not support the interaction of the two extrinsic cues on people’s attitudes and behavioral intentions. Concluding, results from this study indicate that although brand familiarity and vividness evoke a consumer response, the effects vary, thus challenging the level playing field proposition.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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