INFLUENCING CONSUMER DECISIONS ON INSTAGRAM: THE DIFFERENTIAL IMPACT OF POSTS AND STORIES ACROSS THE EKB MODEL

Paulo Duarte Silveira — Sun, 24 Nov 2024 18:56:56 +0000

ABSTRACT:

This study investigates the differential impact of Instagram influencers’ posts and stories on consumer decision-making across the five stages of the Engel-Kollat-Blackwell (EKB) model. Using a survey of 987 Instagram users, we examine how these two content formats influence need recognition, information search, alternative evaluation, purchase decision, and post-purchase behaviour. Our findings reveal that influencers primarily impact the early stages of the decision-making process, with stories being more effective than posts in triggering need recognition and facilitating information search. However, the influence diminishes in later stages, suggesting that other factors play a more significant role in the actual purchase and post-purchase evaluation. This study contributes to the literature on influencer marketing and consumer behaviour by extending the EKB model to the digital age and highlighting the unique ways in which different content formats can shape consumer journeys. The findings offer valuable insights for marketers and influencers seeking to optimise their Instagram strategies.

KEY WORDS:
consumer behaviour, decision-making process, EKB model, influencer marketing, Instagram marketing, social media content, social media marketing

08_SILVEIRA-et-al._CT-2-2024 Download

DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.2.8

The Influence of Advertising at the Point-of-Purchase on Shoppers and Brands: An Empirical Study in Convenience Stores

Paulo Duarte Silveira — Sun, 23 Apr 2023 12:07:00 +0000

ABSTRACT:
The main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.

KEY WORDS:
advertising, brand, convenience store, point of purchase, retail communication, shopper, shopper marketing

09. SILVEIRA & MARREIROS – CT 1-2023 Download

DOI: https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.9

Paulo Duarte Silveira – Communication Today

INFLUENCING CONSUMER DECISIONS ON INSTAGRAM: THE DIFFERENTIAL IMPACT OF POSTS AND STORIES ACROSS THE EKB MODEL

The Influence of Advertising at the Point-of-Purchase on Shoppers and Brands: An Empirical Study in Convenience Stores