Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology market their products by creating attractive visual advertising acquire consumers. This study empirically investigates purchase behavior and evaluation Instagram content ads the elements (color, product image, design, typography). A total 496 consumers partic...

The purpose of this study was to assess the effect of advertisement choice on individuals’ subsequent attention towards the advertisement. Participants in this study decided which type of advertisement to watch or they were not given a choice. Results of the study showed that advertisement choice significantly influenced female participants’ subsequent attention towards the advertisement but no...