Designing Instagram Advertisement Content

What Design Elements Influence Customer Attitude and Purchase Behavior?

Authors

  • Muhamad Abdilah Ramdani School of Business and Management, Institut Teknologi Bandung
  • Prawira Fajarindra Belgiawan School of Business and Management, Institut Teknologi Bandung

DOI:

https://doi.org/10.7903/cmr.23023

Keywords:

Advertising elements, social media advertising, Instagram, Consumer attitudes, purchase intention, actual purchase, COVID-19

Abstract

Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology to market their products by creating attractive visual advertising to acquire their consumers. This study empirically investigates purchase behavior and evaluation of Instagram content ads from the visual elements of advertising (color, product image, design, and typography). A total of 496 online consumers participated in the survey. The findings further show that, except for color, all visual elements of advertising directly affect consumer attitude. Our results also confirm that actual purchases are formed by attitudes and purchase intentions. Theoretically, this study furthers the literature on consumer behavior, social media advertisement, and digital marketing. Moreover, it provides practical insights into designing attractive advertisement content on Instagram, which benefits marketers and content/graphic designers. 

Author Biographies

Muhamad Abdilah Ramdani, School of Business and Management, Institut Teknologi Bandung

Mr. Muhamad Abdilah Ramdani (Corresponding author) is a consumer insight from one of the world's leading consumer intelligence companies, NielsenIQ, under FMCG, E-commerce, and Auto team. He is a Master of Science in Management at the School of Business and Management, Institut Teknologi Bandung. He is joining the research team of the Business Strategy and Marketing expertise group in SBM ITB. Currently, his research focuses on technology adoption, consumer behavior, social influence, cars and transportation, and digital marketing. His research has appeared in national and international journals.

Prawira Fajarindra Belgiawan, School of Business and Management, Institut Teknologi Bandung

Dr. Prawira Fajarindra Belgiawan is a lecturer in marketing at the School of Business and Management, Institut Teknologi Bandung. He received his master's and doctoral degrees from the Department of Urban Management, Kyoto University, Japan. Before becoming an assistant professor and lecturer at the School of Business and Management, Institut Teknologi Bandung (SBM ITB), he worked at Kyoto University as a postdoctoral researcher, continuing as a postdoctoral researcher at the Institute for Transport Planning and System (IVT), ETH Zurich. His main research interests are choice modeling, marketing, transport planning, and travel behavior. His research has appeared in various journals such as Transportation Research, Part A: Policy and Practice, Transportation, International Journal of Sustainable Transportation, and Travel Behaviour and Society.

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Published

2023-03-04

How to Cite

Ramdani, M. A., & Belgiawan, P. F. (2023). Designing Instagram Advertisement Content : What Design Elements Influence Customer Attitude and Purchase Behavior?. Contemporary Management Research, 19(1), 1–26. https://doi.org/10.7903/cmr.23023

Issue

Vol. 19 No. 1 (2023)

Section

Marketing