The Role of Interactivity from Instagram Advertisements in Shaping Perceived Value and Omnichannel Outcomes

30 Pages Posted: 16 Mar 2022

See all articles by Kyuree Kim

Kyuree Kim

Iowa State University

Te-Lin Chung

Iowa State University

Ann Marie Fiore

Iowa State University

Abstract

In omnichannel retailing, interactivity is an essential feature of virtual environments. Given the prevalence of Instagram advertising among retail brands, a better understanding of the effect of its interactivity may offer a competitive advantage to retail brands. The S-O-R model guided associations among interactivity from Instagram ads, perceived value associated with a brand, and omnichannel behavioral intention variables. The results of the 2 x 2 (interactivity level x fashion brand) experimental design study revealed that interactivity from an Instagram ad is useful in delivering both utilitarian and hedonic value. Additionally, omnichannel behavioral intentions were significantly affected by hedonic value and social value.

Keywords: Interactivity, Social media advertising, Perceived value, Omnichannel retailing

Suggested Citation

Kim, Kyuree and Chung, Te-Lin and Fiore, Ann Marie, The Role of Interactivity from Instagram Advertisements in Shaping Perceived Value and Omnichannel Outcomes. Available at SSRN: https://ssrn.com/abstract=4053154 or http://dx.doi.org/10.2139/ssrn.4053154

Kyuree Kim (Contact Author)

Iowa State University ( email )

613 Wallace Road
Ames, IA 50011-2063
United States

Te-Lin Chung

Iowa State University ( email )

613 Wallace Road
Ames, IA 50011-2063
United States

Ann Marie Fiore

Iowa State University ( email )

613 Wallace Road
Ames, IA 50011-2063
United States

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