Authors: | Konstantoulaki, Kleopatra Rizomyliotis, Ioannis Zafeiriadis, Dimitrios Giovanis, Apostolos |
Issue Date: | 1-Jan-2021 |
Journal: | International Journal of Internet Marketing and Advertising |
Volume: | 15 |
Issue: | 4 |
Keywords: | Brand image, Colour, Font, Instagram advertising, Layout, Purchase intention, Visual elements |
Abstract: | Social media advertising and especially text-based online platforms have been studied for decades. Still, the investigation of the most effective mix of key design elements in Instagram ads in relation to consumer purchase intention and brand image is still underexplored. This study aims to examine the impact of three key advertisement design elements (colour, font size and layout) on brand image and consumer purchase intention. Three hundred twenty participants were randomly assigned to the conditions of the experiment. The findings provided insights into the way the design elements alter the intention of the consumers to buy and their perceptions of the brand image respectively. |
ISSN: | 17418100 14775212 |
DOI: | 10.1504/IJIMA.2021.117539 |
URL: | https://www.scopus.com/record/display.uri?eid=2-s2.0-85115226325&origin=inward&txGid=3cedfe5c039c3e9904e0e0eb23face78 |
URI: | https://uniwacris.uniwa.gr/handle/3000/1187 |
Type: | Article |
Department: | Department of Early Childhood Education and Care |
School: | School of Administrative, Economics and Social Sciences |
Affiliation: | University of West Attica (UNIWA) |
Appears in Collections: | Articles / Άρθρα |
CORE Recommender
SCOPUSTM
Citations
4
checked on Jul 2, 2024
Page view(s)
21
checked on Jul 7, 2024
Google ScholarTM
Check
Altmetric
Altmetric
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.