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2022 | OriginalPaper | Chapter

The Relationship Between Product Placement and Shopping Intentions on Instagram

Authors : Lenka Suková, Ladislava Míková

Published in: Achieving Business Competitiveness in a Digital Environment

Publisher: Springer International Publishing

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Abstract

Influencer marketing on Instagram is a marketing communication tool used more and more frequently by all brands. Most companies are now turning to social networks to promote their products and get closer to their potential consumers. Marketing influence via product placements seems to have positive repercussions on company sales. Nevertheless, it seems that the continued presence of brands on social networks, via influencers, causes consumer fatigue, even annoyance, who feel invaded by advertising messages. Therefore, the main objective of this chapter is to analyze how product placements on Instagram influence consumers’ purchase intention and to what extent this new type of marketing communication could lead to the development of negative attitudes and annoyance.

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Title: The Relationship Between Product Placement and Shopping Intentions on Instagram
Authors: Lenka Suková
Ladislava Míková
Publisher: Springer International Publishing
Book: Achieving Business Competitiveness in a Digital Environment
Print ISBN: 978-3-030-93130-8

Electronic ISBN: 978-3-030-93131-5

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-030-93131-5_7

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