Instagram Stories
How Ephemerality Affects Consumers’ Responses Toward Instagram Content and Advertising
Bibliographic Data
| ID | 21737853 |
|---|---|
| Authors | René Haldborg Jørgensen (0000-0002-0224-2885, University of Southern Denmark, corresponding author), Hilde Voorveld (0000-0002-6667-3529, University of Amsterdam), Guda Van Noort (0000-0002-6314-1455, University of Amsterdam) |
| Year | 2023 |
| Volume | 23 |
| Issue | 3 |
| Pages | 187-202 |
| Publication date | 2023-07-03 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Interactive Advertising (JOURNAL) |
| Journal identifiers | ISSN: 1525-2019 • E-ISSN: 1525-2019 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15252019.2023.2232797 |
| OpenAlex | W4385446840 |
| Language | EN |
| Citations received | 2 |
| References cited | 51 |
Ephemerality is a key characteristic of modern social media features such as Instagram Stories. The aim of this article is twofold: first it aims to understand whether ephemerality impacts processing (in terms of involvement, avoidance, and attention) of media content; second, it aims to understand whether these processing variables subsequently impact advertising effectiveness. Results show that in an ephemeral media context (Stories) versus in a persistent media context (feed), respondents (i) indicate worse processing of content (lower involvement, higher avoidance, and lower attention), (ii) recall fewer of the advertised brands, and (iii) express lower ad liking. A follow-up study validated the manipulation of ephemerality and highlighted that Instagram Stories and Instagram Feed differ on other media characteristics, too (pacing, perceived control, perceived time pressure, and perceived autonomy). These media context characteristics together form two unique contexts: Instagram Stories and Instagram Feed. The results opens up for both practical and scholarly debate on how to develop and apply research on ephemerality
Advertising · Business · Ephemeral key · Media content · Multimedia · Social media · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · History · Media Influence and Health · Psychology · Social Psychology
Information Processing from Advertisements
Predictors of Advertising Avoidance in Print and Broadcast Media
A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them
Introduction
Putting Things into Context
Why Do People Avoid Advertising on the Internet
Sharing the small moments
Engagement with Social Media and Social Media Advertising
The Limited Capacity Model of Mediated Message Processing
A snap of intimacy
Marketing through Instagram influencers
Facebook time
Distinguishing technologies for social interaction
The Battle of the Screens
Communication Channels and Word of Mouth
Goal Control of Attention to Advertising
Brand Familiarity and Advertising Repetition Effects
Visual Attention to Advertising
| Citations per year | 1 |
|---|---|
| Citation span | 2024 - 2025 (2) |
| Highly cited | No |