Abstract

The main focus of research studies assessing consumers’ attitudes toward advertising has shifted to social media platforms, replacing traditional advertising. In this regard, Instagram is considered one of the most popular social media platforms, with a global user base of 700 million active users. The purpose of this paper is to investigate the key factors that affect young consumers’ attitudes toward the digital advertising of fitness trackers on Instagram. The study is based on the self-administered survey questionnaire responses collected from young Indian consumers. Structural Equation Modeling has been used to analyze direct and moderating effects. The obtained results found that variables such as informativeness of Instagram advertising, perceived usefulness, and perceived ease of use of fitness trackers play a central role in developing respondents’ attitudes. This study pioneers in providing empirical evidence revealing the moderating effect of perceived usefulness and perceived ease of use on the relationship between advertising value factors and consumers’ attitudes toward advertising. The present study also offers valuable insights for marketers to design social media communication strategies on Instagram, showcasing the ease of use and utility of fitness trackers while delivering entertaining values.

摘要

评估消费者对广告态度的研究的主要重点已经转移到社交媒体平台，取代了传统广告。在这方面，Instagram 被认为是最受欢迎的社交媒体平台之一，拥有 7 亿活跃用户的全球用户群。本文的目的是调查影响年轻消费者对 Instagram 健身追踪器数字广告态度的关键因素。该研究基于从印度年轻消费者那里收集的自我管理调查问卷答复。结构方程建模已被用于分析直接和调节效应。获得的结果发现，诸如 Instagram 广告的信息量、感知有用性、健身追踪器的易用性在培养受访者的态度方面发挥着核心作用。本研究率先提供了实证证据，揭示了感知有用性和感知易用性对广告价值因素与消费者对广告的态度之间关系的调节作用。本研究还为营销人员在 Instagram 上设计社交媒体传播策略提供了宝贵的见解，展示了健身追踪器的易用性和实用性，同时提供了娱乐价值。