Instagram广告如何影响千禧一代的购买意愿
作者单位：浙江工商大学
学位级别：硕士
导师姓名：魏建良
授予年度：2023年
学科分类：050302[文学-传播学] 1305[艺术学-设计学（可授艺术学、工学学位）] 0402[教育学-心理学(可授教育学、理学学位）] 13[艺术学] 040203[教育学-应用心理学] 04[教育学] 05[文学] 0503[文学-新闻传播学]
摘 要：Purpose-The study has the purpose of understanding how Instagram advertising influences purchases intentions in millennials in *** research work is based on analyzing the set of strategies and elements that advertising on Instagram have to contain in order to generate advertising strategies that has an impact on the ***-This study proposes a research model of purchase intention in Instagram,based on the advertising value factors,which are involvement,creativity and credibility;which leads to consumer ***,the model was measured by surveying millennials regarding to the popular Instagram platform,the data was collected via online questionnaires using the Google forms ***-Results explain 22% of variance of Purchase Intention and reveal that consumer engagement is a significant predictor effect and influences purchase intention,also it can be seen that the three independent variables,are significant,being credibility the most valuable factor,followed by involvement and then creativity being the least impactful,but still being a significant *** evidence from the study shows that the five factors studied play a very significant role in Instagram ***-This research improves theoretical literature about several authors who talk about the subject in question and examine the purchase intentions of millennials according to the advertising value factors.
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