The effect of brand ambassador, attractive advertisement, and the moderating effect of product knowledge towards purchase intention on Instagram ads

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Cresheilla, Adinda (2024) The effect of brand ambassador, attractive advertisement, and the moderating effect of product knowledge towards purchase intention on Instagram ads. Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

Instagram, in the age of digital marketing, has emerged as a powerful platform for brand promotion. This study examines the intricate relationship between brand ambassadors and their impact on the purchase intention in the setting of Instagram advertising. Using a conceptual approach, the study integrates findings from a thorough literature analysis and earlier research. The research explores a number of theories on the concept of brand ambassador and how it has evolved in the digital era, emphasizing instagram's importance as a key medium for brand outreach. It investigates how different aspects of a brand ambassadors--such as relatability, authenticity, and credibility--affect customers' perception of the endorsed product. Through careful data collection and analysis. this research aims to provide insightful advice for marketers and brand managers wishing to maximize their influencer marketing approach on Instagram. The study was conducted to 200 participants through online questionnaire. Ultimately, not all hypotheses can be proven. There was interconnetedness between brand ambassadors, attractive advertisement, and product knowledge to attract purchase intention in Instagram ads. However not all variables are important to this measurement.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 01 Jul 2024 04:37
Last Modified: 01 Jul 2024 04:37
URI: http://repository.ipmi.ac.id/id/eprint/2515

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