by presenting the factors that can make consumers hold favourable attitudes towards advertising on their Instagram … replaced traditional advertising media. Additionally, this article contributes practically by providing some guidelines for … marketers to follow when advertising on Instagram. …

consumers pay to the other content in the rest of the advertising message. Our paper quantifies the benefits from … personalization, and contributes to understanding the role of non-informative advertising content. It contributes to the psychology … that are designing their advertising campaigns …