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A Comparative Study of Advertising Effects of Videos and Photos on Instagram
|Issue Date:||2020-08-03 18:46:08 (UTC+8)|
In recent years, social media has become an important advertising platform to reach consumers online. We currently live in an attention economy and attention is one of the most valuable resources nowadays. Thus, to marketers, how to stand out among the industry competitors and catch the attention of consumers successfully is definitely an issue to be reckoned with.
Among the social media platforms that are gaining the attention of marketers is Instagram. As a visual social media, Instagram has its unique advantages in terms of advertising. Just as an English adage says, "a picture is worth a thousand words." In order to benefit from the potentials of Instagram as an advertising channel, marketers should examine and understand what types and traits of Instagram Ads relate to a better advertising effect.
The aim of this study is to compare the advertising effects of video and photo ads on Instagram. The advertising effects are mainly measured with the attitude and intention of young Instagram users. The research will end by providing some tentative conclusions and a discussion of areas in need of additional research.
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