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...

Full description

Saved in:
Bibliographic Details
Main Authors: Hussain, A., Hooi Ting, D., Zaib Abbasi, A., Rehman, U.
Format: Article
Published: 2023
Online Access:http://scholars.utp.edu.my/id/eprint/34240/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85135689311&doi=10.1080%2f10496491.2022.2108185&partnerID=40&md5=d5b4162903cc6857c7cdd6c6a1187acc
Tags: Add Tag
No Tags, Be the first to tag this record!