Instagram Promotion Effectiveness and the Mediating Role of Brand Awareness in Influencing Consumer Purchase Decisions at a Coffee Business

View Full Paper

Ask AI

Bookmark

Instagram promotion significantly impacts brand awareness and consumer purchase decisions in coffee businesses.
The effectiveness score of Instagram promotional content averaged 4.20 across stimulus, organism, and response factors.
Using Structural Equation Modeling Partial Least Squares, the study reveals brand awareness as a key mediator in purchase decisions.
Findings indicate that the indirect effect of promotion on purchase decisions through brand awareness is more substantial than direct influence.

Discussion

No takes yet. Share an insight, caveat, or question.

Quantitative analysis shows strong links between Instagram promotion effectiveness and brand awareness, influencing purchase decisions.

Siahaan et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark