Digital marketing is currently experiencing high growth and innovation. Social media is one of
the sellers' most crowded platforms to reach potential consumers. The social media advertising
market has a revenue of USD 465.5 billion worldwide and is expected to increase to USD 683.1
billion by 2026. The highest segment in the world of mobile devices in 2063 is predicted to be
social media advertising. There are different types of advertising. Brand awareness advertising
relates to efforts to increase consumer loyalty, knowledge, and experience with a brand.
Instagram is the second leading social media platform marketers use worldwide; however, little
is known about what effects Instagram users specifically to click on brand advertisement posts.
To increase the understanding, this thesis adapts predictors of the Theory of planned behaviour
(TPB) and proposes two research questions. RQ1: Do universal predictors of TPB impact users'
intention to click on brand advertisement posts on Instagram? RQ2: Does the intrusiveness of
the post-impact user's intention to click on brand advertisement posts on Instagram? We
conducted PLS-SEM analysis of the research model. The results confirm impacts of the
universal TPB predictors and perceived intrusiveness on behaviour intention. The findings
contribute to the domain of digital marketing research and information system research.
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