Analyzing Attitude Toward Internet Ads and Its Effect on Consumer Choice: A Study on Instagram Ads

Abstract

Today with the help of various Internet technologies the creators as well as representatives of producthave an excellent opportunity to significantly expand the boundaries of their business. The concept of e-commerce, virtual business, etc. has long been included in the process. A huge number of web or mobile sites and applications offer their services as a "promotion" of business on the Internet. And it is already a whole virtual industry, every year gaining its momentum and expanding its scale. Recently, social networks used as an effective advertising tool by lots of companies.  Indeed, with the right approach, they are a very effective channel.

In this study, consumer’s attitude tointernet ads in Instagram and it is impact to their choice examinedby usinghoc survey where questionnaires administered to the target audience with no prior contact by the research in cross-sectional research design. Results of the study indicates that all the variables examined in the working model doesn’t affect consumers’ attitude to ads in Instagram and there is no relationship between consumers behavior and formation of Instagram ads. This study can be used in the process of promoting brands in the social network Instagram, when choosing a strategy of presence in this network, in the analysis and creation of content for posting to Instagram.