Impacts of Bandwagon Effect and Product Type in Instagram Native Advertising on Generation Z Consumer's Behavior

Abstract

The objective of this study was to investigate the impact of bandwagon effect and product type in Instagram native advertising on consumer behavior (i.e., ad intrusiveness, attitude towards the ad, attitude towards the brand, purchase intention and intention to share). Using an experimental method, a 2 (bandwagon effect: high and low) x 2 (product type: utilitarian and hedonic) factorial design was employed to collect data from 129 undergraduate students at Chulalongkorn University. The results indicated that bandwagon effect as well as product type have main effects on consumer behavior, in terms of intention to share and purchase intention, respectively. No interaction effect between bandwagon effect and product type was found in this study, however.