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Endorsement and visual complexity in food advertising on Instagram

Endorsement and visual complexity in food advertising on Instagram PurposeThe purpose of this paper is to investigate the differences in consumer pleasure, arousal and purchase intention when consumers encounter food advertising on Instagram using different endorsers and visual complexity levels.Design/methodology/approachAn experimental design was conducted involving 180 undergraduate students from several universities in Surabaya, Indonesia. The participants had actively used Instagram for at least one year.FindingsFood ads endorsed by a celebrity generate more pleasure and arousal than those endorsed by food experts. Food advertising using high levels of visual complexity cues generates more pleasure and arousal than less complex advertising. However, less complex food ads using food experts create greater pleasure than those endorsed by celebrities. Consumer pleasure and arousal were significant mediators of the impact of endorser type and visual complexity on consumer purchase intentions.Practical implicationsAs celebrities and higher levels of visual complexity result in more favorable responses to Instagram ads, food marketers need to consider increasing visual complexity when using celebrities in advertising by adding more objects, using more colors, objects, or textures and incorporating asymmetric elements in the advertisements.Originality/valueThis is one of the few studies comparing the effectiveness of celebrity and expert endorsers in Instagram advertising. Also, this research extends the existing knowledge about visual complexity in the context of social media advertising. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Endorsement and visual complexity in food advertising on Instagram

Internet Research , Volume 29 (4): 29 – Aug 5, 2019

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References (182)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1066-2243
DOI
10.1108/IntR-11-2017-0459
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to investigate the differences in consumer pleasure, arousal and purchase intention when consumers encounter food advertising on Instagram using different endorsers and visual complexity levels.Design/methodology/approachAn experimental design was conducted involving 180 undergraduate students from several universities in Surabaya, Indonesia. The participants had actively used Instagram for at least one year.FindingsFood ads endorsed by a celebrity generate more pleasure and arousal than those endorsed by food experts. Food advertising using high levels of visual complexity cues generates more pleasure and arousal than less complex advertising. However, less complex food ads using food experts create greater pleasure than those endorsed by celebrities. Consumer pleasure and arousal were significant mediators of the impact of endorser type and visual complexity on consumer purchase intentions.Practical implicationsAs celebrities and higher levels of visual complexity result in more favorable responses to Instagram ads, food marketers need to consider increasing visual complexity when using celebrities in advertising by adding more objects, using more colors, objects, or textures and incorporating asymmetric elements in the advertisements.Originality/valueThis is one of the few studies comparing the effectiveness of celebrity and expert endorsers in Instagram advertising. Also, this research extends the existing knowledge about visual complexity in the context of social media advertising.

Journal

Internet ResearchEmerald Publishing

Published: Aug 5, 2019

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