Instagram Advertisements and Sri Lankan Millennials’ Purchasing Intention

Abstract

This paper aims to identify impact of the Instagram advertisements on purchasing intention of millennials in Sri Lanka using the Technology Adoption Model. Nowadays Instagram is one of the most popular social media platforms, as Instagram has proven to be a strong marketing tool for businesses, which are looking forward to expand their existence and the visibility of their products. It’s clear that Instagram isn’t just for personal use anymore. The study was conducted utilizing a sample of Instagram users in Western Province including Colombo, Gampaha and Kaluthara districts. Systematic random sampling technique was used to select the sample of 88 Instagram users for the study. Self-administrative questionnaire was used to collect the data from the sample and regression analysis was used to analyze the data and proved hypotheses subsequently. The results of the study revealed that the impact of informativeness, hedonic motivation and economic benefit have a positive impact on purchasing intention, where trustworthiness is not having an impact on purchasing intention of millennials.  The inferences of this study can be used by organizations and managers and organizations and managers should be prepared to alter or adapt their Instagram advertising tactics accordingly when targeting the millennials.