Purpose – Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices, is becoming the locomotive that drives forward evolution of the online world. Fewer academic studies have touched upon the MSM subject, with all the...

This article investigates the factors that affect consumers’ attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers’ attitudes towards these advertisements on the development of their attitudes towards brands. An online questionnaire was used to...