The role of interactivity from Instagram advertisements in shaping young female fashion consumers’ perceived value and behavioral intentions

Instagram has become an avenue for shopping through which brands deliver promotional messages and foster interactions with and among consumers while selling products. Given the prevalence of Instagram advertising among retail brands and the importance of these interactions to consumer responses, a better understanding of the effect of its interactivity may offer a competitive advantage for these brands. Two different Instagram ad formats that represent two levels of interactivity (i.e., Story format vs. traditional ad format) were compared to examine the role of interactivity from an Instagram ad in shaping positive brand outcomes. The S–O-R model guided the development of associations among interactivity from Instagram ads (Stimuli), perceived value associated with a brand (Organism), and behavioral intention (Response). The results of the 2 × 2 (interactivity x fashion brand) experimental study revealed that the interactivity from Instagram Stories, compared to less interactive traditional Instagram ads, offers both utilitarian and hedonic value to young female users. Additionally, hedonic value and social value affected brand purchase intention significantly.