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Instagram Advertising: Influence on the Consumer Behavior

Student: Kachurovskaia Diana

Supervisor: Lyubov F. Borusiak

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2016

In the view of sharply decreasing engagement rate of brands’ Instagram accounts social media experts propose that companies transform their promotional strategy on Instagram platform and use official advertising. Traditional advertising format integrated into the news feed appeared in Instagram in August 2015 and is a new tool for both advertisers and users. The present study focuses on the features of the consumer behavior of Instagram advertising messages recipients. On the basis of AISAS (Attention, Interest, Search, Action, Share) model the research describes the most effective advertising formats to place in Instagram users’ news feed. As a result, the work proves that users trust Instagram advertising and consider it attractive. However, Instagram advertising hasn’t proved to be relevant to motivating users to take part in marketing activities.

Full text (added May 12, 2016)

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