Title: Is ambiguity an efficient tool in Instagram ads?

Authors: Lilia Khrouf; Souad Maghraoui

Addresses: Ecole Supérieure de Commerce de Tunis (ESCT), University of Manouba, Unité de Recherche Méthodes Marketing, 35 Mosbah Jarbou Street, 2092, Tunis, Tunisia ' Higher Institute of Management of Sousse (ISGS), University of Sousse, Unité de Recherche Méthodes Marketing, 8 Ibn el Jazzar Street, Nouvelle Ariana, Tunis, Tunisia

Abstract: The effects of ambiguous Instagram ads on users are still poorly understood, since few studies have dealt with such an interesting topic. Indeed, some researchers pointed to the communicational merit of ambiguous, while others have focused much more on their negative cognitive and behavioural outcomes. Accordingly, this study aims to shed light on these proposals. To this end, a survey was conducted on 250 Instagrammers. Data collected was analysed through the PLS-SEM method. The results show that ambiguity of Instagram ads leads internet users to cast manipulative inferences on ads, thus negatively affecting their attitudinal reactions and inhibiting their e-wom intentions. With these findings, avenues for future research are proposed.

Keywords: Instagram ads; ambiguity; manipulative inferences; attitude; e-wom.

DOI: 10.1504/IJTMKT.2023.133970

International Journal of Technology Marketing, 2023 Vol.17 No.4, pp.347 - 362

Received: 19 Jul 2022
Accepted: 29 Dec 2022
Published online: 06 Oct 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article