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

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Leiv Tore Kaltbeitzer
Saravudh Anantachart


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). A 2x2 between subjects, factorial design was employed to collect data from 129 undergraduate students, who were Generation Z, in Thailand. The results showcase a statistically significant difference for intention to share between the low and high bandwagon effect treatments, with the high bandwagon one showing a higher mean score. Further, the results exhibit a statistically significant difference for purchase intention between the utilitarian product (notebook computer) and hedonic product (perfume), with the hedonic product showing a higher mean score. No interaction effect between bandwagon effect and product type was found in this study. Next to the generation of high bandwagon cues in form of likes and comments being a key aspect for impacting Thai Generation Z consumer’s behavioral intentions, this research also highlights the importance of ad-media congruence for native advertising on social media platforms.

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