The influence of endorsement in food advertising in instagram

Mohamad Yusof, Nurul Syafiqah (2020) The influence of endorsement in food advertising in instagram. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Instagram is the best social media platform for advertising and reviews the food business. Instagram is the most popular social media applications to picture-sharing. This research is a study about the influence of endorsement in food advertising on Instagram. The main objective researches in this study are to identify and understand of endorsement in food advertising on Instagram, to study the characteristics of generation Y toward of endorsement in food advertising on Instagram, to examine the relationship of endorsement in food advertising on Instagram, and to analyze dimension is the most influential in determine effectiveness of endorsement in food advertising on Instagram. This study uses the quantitative method and questionnaire to obtain the necessary data from the respondent. The respondent consists of 384 respondents from generation Y and undergraduate students who use Instagram. The influence factors of food advertising are an endorsement, visual complexity, consumer pleasure, and consumer arousal.

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