Studying the Role of Informativeness Advertising on Social Media (Instagram and Facebook) in Influencing Consumer Purchase Intentions

Online advertising has become one of the most important means of marketing with the rise of social media, and it highly influences consumer behaviors and purchase intentions. Though different studies have been conducted on the effectiveness of Instagram versus Facebook, very few investigate such comparisons concerning the moderating variables of privacy concerns and annoyance/irritation. This research, therefore, tries to fill this gap by investigating the impact of informativeness in advertising on consumer purchase intention across both platforms. It also investigates the mediating role of social media marketing value and the moderating role of privacy concerns and Annoyance/Irritation. Data was collected from ۴۰۰ active users of both Facebook and Instagram using a descriptive-survey design with standardized questionnaires and analyzed using Path Analysis and SEM. These findings point to the fact that Informativeness in advertising has a positive effect on social media marketing value and purchase intention across the two platforms but is stronger on Instagram. On the other hand, it is Privacy concern and Annoyance/Irritation that reduce purchase intention with stronger effects on Facebook, hence proving that users on Facebook are more sensitive about these issues. This research covers the literature gap by providing a detailed comparison of how advertising effectiveness runs on Instagram and Facebook. Consequently, this gives a series of meaningful insights to brands and marketers in developing platform-specific user behaviors. Among them, marketers have to minimize privacy concerns and annoyance/irritation on Facebook and emphasize more marketing values and informativeness in the advertisements on Instagram.

Keywords:

Advertising , Purchase Intention , Social Media Marketing Value , Privacy Concerns , Advertising Annoyance , Instagram , Facebook