Customer Engagement in Instagram: the Mediating Role of Perceived Advertising Value

EasyChair Preprint no. 8844

Abstract

As of 2021, about 86% of Malaysian population were active in using social me-dia. This study aims to investigate the factors driving Malaysian customer en-gagement on Instagram. We attempt to fill the research gap by examining the me-diating role of the perceived value of advertising aside the direct predictors on customer engagement. Data was collected from a sample of 219 Instagram users in Malaysia. The findings revealed that informativeness and credibility have a significant impact on customer engagement and customer perceived value of ad-vertising acts as a mediator in the relationship between two independent variables (informativeness, credibility of advertisement) and customer engagement. Over-all, the study provides evidence and understanding of the impact of Instagram in shaping customer engagement by exploring the mediating role of customer per-ceived value.

Keyphrases: Credibility of advertisement, Customer Engagement, Entertainment feature, Informativeness, Instagram, Perceived advertising value

@Booklet{EasyChair:8844,
  author = {Poh Kiong Tee and Deeparechigi Vashu and Ling Chai Wong and Chee Pung Ng},
  title = {Customer Engagement in Instagram: the Mediating Role of Perceived Advertising Value},
  howpublished = {EasyChair Preprint no. 8844},

  year = {EasyChair, 2022}}