Factors Influencing Attitudes Toward Instagram Advertising Among Young Adults: Insights for Marketers"

Ms Ruhani Dhir Mahajan and Dr. G. S. Batra
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Ms Ruhani Dhir Mahajan: Research Scholar, Punjabi University Patiala.
Dr. G. S. Batra: Jagat Guru Nanak Dev Punjab State Open University Patiala.

International Journal of Latest Technology in Engineering, Management & Applied Science, 2025, vol. 14, issue 6, 513-519

Abstract: This study aims to identify the key factors influencing attitudes toward advertising on Instagram in young adults. With the platform's rapid growth as a primary medium for social networking sites, understanding user attitudes toward Instagram ads is essential for marketers seeking to optimize their campaigns. determinants such. Data was collected conveniently through surveys from Instagram users aged 18-30 years (young adults). The findings suggest that factors like as Overall attitude towards advertising, Consumerism, positive economic effect, Trust, and user demographics that shape individual attitudes form the attitudes of consumers, while overexposure and intrusive formats may lead to negative perceptions. The study concludes by offering actionable insights for brands to enhance user engagement and optimize ad strategies on Instagram. This research contributes to the growing body of knowledge on digital advertising and consumer behavior in social media environments.

Date: 2025
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