Social network services (SNS) such as Instagram is one of the fast growing platform where people can share photos with others. However, the advertising effect on Instagram is still unknown. The objective of this study is to understand the negative impact of advertisement on Instagram, as well as the role of promotions in this impact. A scenario-based experimentation was conducted in this study. The impacts of privacy concern, irritation, and intrusiveness of advertisement were measured. The results suggested that intrusiveness showed a great influence on the user's advertising attitude. At the same time, it's also found that when users face a new type of advertisement format, there is an unclear advertising attitude. However, in the scenario of promotion, the subject had a significant influence on the irritation of advertising. Such research findings will provide advertisers with a reference for developing advertising strategies.
Cheng, Fei-Fei; Wu, Chin-Shan; and Chang, Yuan-Tse, "Negative influence of advertisement on Instagram: the moderating effect of promotion" (2019). PACIS 2019 Proceedings. 73.