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March 31, 2026Advertising Research

Which Instagram Advertisements Are Most Effective?: Based on the Interaction Effects of Post Type, Visual Effects, and Advertising Appeal

Jeong-In Moon Dong-hoo Kim

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Key Points

This study investigates how post type, visual effects, and advertising appeal influence the effectiveness of Instagram advertisements.
Conducted a 2×2×2 factorial design experiment
Involved 344 Instagram users aged 20-30 years
Analyzed data using ANCOVA to assess interactions between variables.
A significant three-way interaction effect was found on advertising attitude and click intention.
In Stories, zoom-in images combined with emotional appeals elicited the most positive responses.
Results suggest the need to differentiate visual effects and advertising appeals based on post type.

Implication

Examines the impact of post type, visual effects, and appeal on advertisement effectiveness in Instagram users, suggesting tailored strategies.

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Cite This Study

Moon et al. (2026) studied this question.

synapsesocial.com/papers/69ec5b3d88ba6daa22dacbfe https://doi.org/10.16914/ar.2026.148.84

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