Citation

Agrawal, Manvi and Yew, Julie Mei Yee and Victor, Vijay and Nathan, Robert Jeyakumar (2026) Targeted Advertising on Instagram and the Formation of ‘Instatude’ Among Millennials. In: Leveraging AI and Big Data for Business Innovation. Springer Science and Business Media Deutschland GmbH, pp. 197-207. ISBN 978-3-032-20411-0, 978-3-032-20412-7

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Abstract

This study explores the impact of targeted advertising on Instagram towards millennials in India, focusing on how these advertisements influence this fast-growing market segment. Using PLS SEM and Necessary Condition Analysis (NCA), the research assesses the effects of consumer brand attitude, electronic word-of-mouth, social media loyalty, and impulsive buying decisions on purchase intention. A quantitative survey was conducted among 209 millennials in India who have purchased at least one product through Instagram. The results indicate a significant positive impact of brand attitude and social media loyalty on millennials’ purchase decisions, contributing to the understanding of online consumer behavior and the theory of targeted advertising via social media. The study introduces the concept of ‘Instatude’, highlighting the crucial role of attitude formation in millennials’ engagement with Instagram advertisements. ‘Instatude’ partially mediates the effects of brand attitude and social media loyalty on purchase intention, underscoring its importance in influencing online purchase decisions.

Item Type:	Book Section
Uncontrolled Keywords:	Social media marketing
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Information Science and Technology (FIST)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	28 Oct 2026 08:52
Last Modified:	28 Oct 2026 08:52
URII:	http://shdl.mmu.edu.my/id/eprint/16960

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