{"title":"Z世代Instagram用户生活方式营销与品牌网红广告的比较","authors":"Sunil Hazari, Beheruz N. Sethna","doi":"10.1080/10496491.2022.2163033","DOIUrl":null,"url":null,"abstract":"Abstract Instagram has become a popular platform for consumers and marketers. Using the stimulus-organism-response theory, this study compared lifestyle and brand influencer types of Instagram advertisements to determine the impact on attention, attitude, and purchase intention for Gen Z Instagram users. The moderating role of gender and personality was also considered. Using MANOVA & Regression analysis, we found that males and extroverts had higher attention and attitude toward advertisements. No gender differences were found for brand influencer advertisements. The case for segmentation by personality over gender was more compelling. The findings of this study can help develop effective Instagram marketing campaigns.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"491 - 534"},"PeriodicalIF":0.0000,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"6","resultStr":"{\"title\":\"A Comparison of Lifestyle Marketing and Brand Influencer Advertising for Generation Z Instagram Users\",\"authors\":\"Sunil Hazari, Beheruz N. Sethna\",\"doi\":\"10.1080/10496491.2022.2163033\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract Instagram has become a popular platform for consumers and marketers. Using the stimulus-organism-response theory, this study compared lifestyle and brand influencer types of Instagram advertisements to determine the impact on attention, attitude, and purchase intention for Gen Z Instagram users. The moderating role of gender and personality was also considered. Using MANOVA & Regression analysis, we found that males and extroverts had higher attention and attitude toward advertisements. No gender differences were found for brand influencer advertisements. The case for segmentation by personality over gender was more compelling. The findings of this study can help develop effective Instagram marketing campaigns.\",\"PeriodicalId\":16879,\"journal\":{\"name\":\"Journal of Promotion Management\",\"volume\":\"29 1\",\"pages\":\"491 - 534\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-12-29\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"6\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Promotion Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10496491.2022.2163033\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Promotion Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10496491.2022.2163033","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
A Comparison of Lifestyle Marketing and Brand Influencer Advertising for Generation Z Instagram Users
Abstract Instagram has become a popular platform for consumers and marketers. Using the stimulus-organism-response theory, this study compared lifestyle and brand influencer types of Instagram advertisements to determine the impact on attention, attitude, and purchase intention for Gen Z Instagram users. The moderating role of gender and personality was also considered. Using MANOVA & Regression analysis, we found that males and extroverts had higher attention and attitude toward advertisements. No gender differences were found for brand influencer advertisements. The case for segmentation by personality over gender was more compelling. The findings of this study can help develop effective Instagram marketing campaigns.
期刊介绍:
The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.