Determinants of the formation of consumer attitudes towards advertisements via the TikTok and Instagram platforms in light of the advertising value model: a qualitative comparative study

Author

PR & Ad department. Faculty of Mass Communication, Cairo University, Egypt

Abstract

Digital marketing channels are increasing day by day, from websites and blogs to social media platforms and mobile applications. This has led to increased competition between marketers and brand owners to reach their target audience in the most effective way possible.
Based on this, it is essential to continuously evaluate the effectiveness of these digital advertising channels and to understand their advertising value, specifications, and characteristics in order to develop a detailed and realistic vision for targeting the audience with the appropriate marketing content and through the appropriate medium.
 
This study aims to evaluate the advertising value of TikTok and Instagram platforms in light of the Advertising Value Model (AVM) with its various elements of informativeness, credibility, irritation, interactivity, entertainment, and personalization, and the impact of these determinants on shaping consumer attitudes towards advertisements on these platforms, towards the brand itself, and the consumer's purchase intention.
The researcher conducted a qualitative study on a sample of marketers and social media campaign planners on TikTok and Instagram through in-depth interviews and focus group discussions with a sample of 50 Egyptian youth and users of these platforms .
The study found that: Instagram is still the most valuable in terms of credibility, informativeness, interaction, and the least irritating , TikTok is the highest in terms of entertainment and reach ,also the type of product advertised and the nature of the target audience are what determine the advertising value of the platform and affect the formation of positive attitudes towards the brand , while the purchase decision is not affected by the type of advertising platform .These results suggest that both TikTok and Instagram are powerful platforms that can be used for advertising, but they have different strengths and weaknesses, Instagram is the best choice for products and services that require more credibility and information, while TikTok is the best choice for products and services that require entertainment and reach.
Ultimately, the best platform for advertising depends on the brand's needs and goals.
 

Keywords

References

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