| dc.description.abstract | Instagram is one of the largest social media platforms worldwide. Its core user base predominately consists of young people aged 18–34 years old who primarily post images. An increasing number of brands have joined the foray in launching advertising campaigns on the platform in an effort to attract young consumers. The subject of this study is the Instagram Stories advertisement. The AISAS (Attention, Interest, Search, Action, and Share) model was adopted as the fundamental framework herein to explore the impact of color in advertising on consumer behavior. The AISAS model was developed by the Japanese Dentsu Inc. and is mainly used to investigate the shopping behaviors of online consumers. The model was developed from the earlier AIDMA (Attention, Interest, Desire, Memory, and Action) model.
This study employed the online questionnaire survey method and devised an experiment wherein respondents viewed different scenario designs. The experiment was designed using two Instagram Stories advertisement scenarios, one with chromatic and the other in achromatic, to analyze whether the different color settings of the advertisement would affect consumers’ attention as well as explore the applicability of the AISAS model to social media advertising in the hope that the findings could provide important contributions to the research on the Instagram community and color marketing and help businesses achieve better advertising performance.
The findings showed that color significantly affects the attention level of consumers; compared to the Instagram Story advertisement in achromatic, the chromatic Instagram Story advertisement was more appealing to consumers. The AISAS model was also validated; the more attention consumers paid to social media advertisement, the more interested they were in the advertisement. Further, the more interested consumers were in the advertising, the greater were their behavioral intentions, including the intention to search, act, and share. Therefore, when businesses launch advertising campaigns on social media platforms, they should make the advertisement appealing to consumers to promote the consumers’ behavioral intention. Moreover, it is better to design the advertisement with colorful content to make it more eye-catching and to increase the effectiveness of the advertising. | en_US |