Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising
This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts product purchase intention. To comprehend this issue, we propose a framework that combines the extended...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Routledge
2022
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| Online Access: | http://scholars.utp.edu.my/id/eprint/33915/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85135689311&doi=10.1080%2f10496491.2022.2108185&partnerID=40&md5=d5b4162903cc6857c7cdd6c6a1187acc |
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