The Role of Interactivity from Instagram Advertisements in Shaping Perceived Value and Omnichannel Outcomes

In omnichannel retailing, interactivity is an essential feature of virtual environments. Given the prevalence of Instagram advertising among retail brands, a better understanding of the effect of its interactivity may offer a competitive advantage to retail brands. The S-O-R model guided associations among interactivity from Instagram ads, perceived value associated with a brand, and omnichannel behavioral intention variables. The results of the 2 x 2 (interactivity level x fashion brand) experimental design study revealed that interactivity from an Instagram ad is useful in delivering both utilitarian and hedonic value. Additionally, omnichannel behavioral intentions were significantly affected by hedonic value and social value