Uncovering the role of Instagram stories and advertisement usage in creating the behavioral buying effect

Ismadi, Muhamad Ikhwan (2020) Uncovering the role of Instagram stories and advertisement usage in creating the behavioral buying effect. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In recent years, Instagram was known as the primary medium for social communication, online content sharing and access. Becoming reliable and fast-paced, Instagram had opened a large area for companies such as online marketing. Instagram presented advertisers with an opportunity to reach targeted audiences conveniently, efficiently and quickly. Millions of people were using Instagram and possibly became prospect on the online market. The most important thing for marketers was they need to understand what consumers want and need in this competitive business environment. This study used quantitative methods to collect and analyse data. The aim of the study was to identify the effectiveness of Instagram stories advertisement in buying behaviour among Instagram user among generation Y in Melaka, Malaysia. The independent variables consist of perceived credibility, perceived loyalty, and perceived attitude. This research helped advertisers to meet Generation Y consumers more efficiently in this modern era. Firstly the researcher determined the factor that influence buying behaviour of consumer in Instagram Stories Advertisement. Next, the researcher identified the relationship between user perceptions and the factors on buying behaviour on Instagram Stories Advertisement. Third, the researcher identified the most influencing factor contribute to buying behaviour based on Instagram Stories Advertisement. Results of the study showed that perceived credibility, perceived loyalty, and perceived attitude had significant relationship with behavioral buying. In addition, the most influence factor contributed to behavioural buying was perceived loyalty. This research also gave implications to knowledge and practical contribution. Limitations and future research also proposed for the future research.

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