Designing Instagram Advertisement Content

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