VIETNAM NATIONAL UNIVERSITY – HOCHIMINH

CITY INTERNATIONAL UNIVERSITY

SCHOOL OF BUSINESS

THE INFLUENCE OF ONLINE CONTENT TYPES ON

CONSUMERS' BRAND ATTITUDE AND PURCHASE
INTENTION: THE CASE OF INSTAGRAM REELS

In Partial Fulfillment of the Requirements for the Degree

of BACHELOR OF ARTS in BUSINESS
ADMINISTRATION

Student’s Name: THAI HUYNH NHAT HUY (BABAIU19204)

Advisor’s Name: Assoc. Prof LE DINH MINH TRI

International University - Vietnam National University HCMC

October 2023

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THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT CAPABILITIES
ON FIRM COMPETITIVE ADVANTAGE AND MARKET PERFORMANCE

APPROVED By Advisor APPROVED By Committee

Assoc. Prof. LE DINH MINH TRI

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ACKNOWLEDGEMENTS

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 PLAGIARISM STATEMENT

I hereby affirm that, except for the acknowledged references, this

thesis neither incorporates language, thoughts, or other original materials
from anyone else, nor has it been submitted previously to any other
educational or research programs or establishments. I am completely aware
that any portion of this thesis in violation of the aforementioned statement
will result in automatic disqualification from the undergraduate program at
the IU-VNU HCMC.

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 COPYRIGHT STATEMENT

The provision of this thesis is based on the understanding that any

reader acknowledges that its copyright is vested in its author. Consequently,
no excerpt from this thesis nor any knowledge derived from it is permissible
for publication without securing prior consent from the author.

©Thai Huynh Nhat Huy/BABAIU19204/2019-2024

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 TABLE OF CONTENTS
ACKNOWLEDGEMENTS..............................................................................iii

PLAGIARISM STATEMENT.........................................................................iv

COPYRIGHT STATEMENT............................................................................v

ABBREVIATION..............................................................................................xi

ABSTRACT.......................................................................................................xii

CHAPTER 1........................................................................................................1

INTRODUCTION...............................................................................................1

1.1. Overview...................................................................................1

1.2. Research Background...............................................................1

1.3 Problem Statement....................................................................2

1.4 Research Objectives and Research Questions..........................3

1.4.1 Research Questions..................................................................3

1.4.2 Research Objectives.................................................................4

1.5 Significances and Implications.................................................4

1.6 Research Methodology.............................................................6

1.7 Scope and Limitation................................................................6

1.8 Research Structure....................................................................6

CHAPTER 2........................................................................................................8

LITERATURE REVIEW..................................................................................8

2.1. Overview...................................................................................8

2.2. Conceptual Background............................................................8

2.2.1 Customer Relationship Management Capabilities...................8

2.2.1.1 Customer Interaction Management Capability...................10

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 2.2.1.2 Customer Relationship Upgrading Capability....................11

2.2.1.3 Customer Win-Back Capability...........................................12

2.2.2 Firm Competitive Advantage.................................................13

2.2.3 Market Performance...............................................................14

2.3. Core Related Theory - Resource-Based View Theory and

Dynamic Capabilities..............................................................15

2.4. Prior-Related Research and Research Gap.............................17

2.4.1 Research on CRM Capabilities..............................................17

2.4.2 Firm Competitive Advantage.................................................19

2.4.3 Market Performance...............................................................19

2.5. Hypothesis Development and Research Model......................20

2.5.1 Customer Interaction Management Capability and Firm

Competitive Advantage......................................................20

2.5.2 Customer Relationship Upgrading Capability and Firm

Competitive Advantage......................................................22

2.5.3 Customer Win-Back Capability and Firm Competitive

Advantage...........................................................................23

2.5.4 Firm Competitive Advantage and Market Performance........24

2.6 Proposed Theoretical Framework.................................................25

CHAPTER 3.....................................................................................................27

RESEARCH METHODOLOGY....................................................................27

3.1. Overview.................................................................................27

3.2. Research Paradigm & Research Design.................................27

3.3. Research Process.....................................................................28

3.4. Population and Sample Size....................................................31

3.5. Data Collection Process..........................................................31

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 3.6. Sample of the Research...........................................................32

3.7. Questionnaire Design and Scale Development.......................32

3.8. Statistical Data Analysis.........................................................34

3.8.1 Measurement Model..................................................................36

3.8.2 Structural Model........................................................................39

CHAPTER 4......................................................................................................42

DATA ANALYSIS AND RESULT.................................................................42

4.1 Overview................................................................................42

4.2 Descriptive Statistic of Respondent........................................42

4.3 Preliminary Analysis...............................................................43

4.4 Evaluation of the Measurement Model...................................44

4.5 Assessing Structural Model Results........................................50

CHAPTER 5.....................................................................................................56

RECOMMENDATIONS AND CONCLUSIONS..........................................56

5.1 General....................................................................................56

5.2 Theoretical Contribution.........................................................56

5.3 Practical Implications..............................................................57

5.4 Limitations and Future Research............................................58

5.5 Conclusion..............................................................................58

REFERENCES..................................................................................................60

APPENDIX........................................................................................................71

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 LIST OF TABLES
Table 1 Details of Measurement Items.............................................................................34
Table 2 Summary Guidelines for Measurement Model Evaluation.....................38
Table 3: Summary Guidelines for Structural Model Evaluation..........................40
Table 4 Respondents Information.........................................................................43
Table 5 Factor Loadings.......................................................................................45
Table 6 Results of Internal Consistency...............................................................46
Table 7 AVE value...............................................................................................47
Table 8 Fornell-Larcker Criterion........................................................................47
Table 9 Cross Loadings........................................................................................48
Table 10 Heterotrait-Monotrait Ratio (HTMT)....................................................49
Table 11 Outcomes of the Collinearity Evaluation..............................................50
Table 12 Outcome of R2 and Q2 Values...............................................................52
Table 13 Outcomes of the f2 effect sizes..............................................................53
Table 14 Path Coefficient and Hypothesis Testing..............................................54

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LIST OF FIGURES

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 ABBREVIATION

SC: Instagram Reels Social Content Type

RC: Instagram Reels Remuneration Content Type
IC: Instagram Reels Infromational Content Type
EC: Instagram Reels Entertainment Content Type
PU: Perceived Usefulness
PE: Perceived Enjoyment
BA: Brand Attitude
PI: Purchase Intention

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 ABSTRACT
This research investigates the impact of Instagram Reels content types on
consumer behavior, particularly focusing on brand attitude and purchase
intention. With the burgeoning influence of social media in marketing, this study
zeroes in on how different formats of Reels content—social, entertainment,
informational, and remunerative—affect perceived usefulness and enjoyment,
and subsequently, consumer brand perceptions and purchase behaviors. A
comprehensive literature review establishes the groundwork, detailing the
evolving landscape of Instagram as a marketing platform and identifying gaps in
current understanding, especially regarding the unique features of Reels. The
methodology, grounded in the positivist research paradigm, employs a
quantitative approach to test hypotheses derived from the Technology
Acceptance Model (TAM) and Uses and Gratifications Theory (UGT). The
research employs Partial Least Squares Structural Equation Modeling (PLS-
SEM) for data analysis, drawing on a sample of frequent Instagram users,
predominantly from younger demographics. The study aims to provide strategic
insights for brands on optimizing Reels content for marketing and contributes to
academic discussions on social media's evolving role in consumer engagement.
This research addresses a significant gap in contemporary marketing literature,
offering both theoretical and practical implications for leveraging Instagram
Reels in digital marketing strategies.

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 CHAPTER 1
INTRODUCTION
1.1. Overview

This introduction establishes the background, problem, objectives,

and significance of the research study on Instagram Reels content and
purchase intention. It frames the focus on analyzing how different Reels
content types influence consumer behavior outcomes like enjoyment, brand
attitude, and purchase intention. The rationale, contributions, limitations, and
overall structure of the quantitative study examining Reels' marketing
capabilities are outlined. This sets the groundwork for the literature review,
methodology, results, and discussion.

1.2. Research Background

The rise of social media has transformed marketing and brand

communication strategies, providing companies with direct access to
consumers through platforms like Instagram (De Vries et al., 2012). Instagram
in particular has experienced rapid growth, reaching over 1 billion active
monthly users in 2018 (Statista, 2022). This presents tremendous opportunity
for brands, but also intense competition for consumer attention. A key trend
has been the shift toward video content, which now accounts for over half of
Instagram posts (Quintly, 2022). In 2016, Instagram launched Stories,
allowing users to post ephemeral photo and video content that disappears after
24 hours. Building on this success, Reels was introduced in 2020 as a new
short-form, creative video feature aimed at challenging the popularity of
TikTok (Newton, 2022).

In the competitive landscape of social media, Instagram Reels

emerges as a pivotal tool for brands, offering unique advantages for engaging
with over one billion users. This new feature, inspired by TikTok, allows for
the creation of captivating, short-form videos, leveraging cinematic cuts,

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music, and various effects. The strategic use of Reels can significantly
enhance brand visibility and audience engagement. Key benefits include
increased engagement, as the Instagram algorithm actively promotes Reels
content; the ability to stand out, especially for brands with smaller followings
through effective hashtag usage; and the opportunity to showcase a brand's
personality within the concise 3-30 second format of Reels. Moreover, Reels
offers a platform for brands to resonate with their target audience through
authentic and tailored content, moving away from hard selling to crafting a
relatable brand voice. The in-app functionalities of Reels simplify content
creation and editing, presenting a nearly standalone application experience.
Brands can repurpose Reels content across various social media platforms,
enhancing content reach. Notably, the viral potential of trending Reels
presents a significant opportunity for exponential audience growth, driven by
popular trends, songs, and effects. These features collectively underline the
transformative role of Instagram Reels in contemporary brand marketing
strategies.
1.3 Problem Statement

While the rise of Instagram Reels offers immense potential for

brands, effectively leveraging its capabilities to influence consumer behavior
remains a challenge. Existing literature on social media marketing has
examined factors shaping positive brand attitude and purchase intention,
including content characteristics, interactivity, and perceived enjoyment (De
Vries et al., 2012; Bilgihan, 2016; Kim & Han, 2014). However, specific
understanding of how Reels as a unique format drives purchase intention
compared to traditional Instagram posts is lacking.

Most studies have focused on generic social media platforms rather

than the distinctive video, ephemeral nature of Reels. Furthermore, since
Reels is still an emerging ad platform, there remain knowledge gaps around
how to leverage its capabilities compared to traditional Instagram. This

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impedes the ability of brands to optimize Reels content for maximizing sales.
The aim of this study is to address this problem by developing and testing a
theoretical model of how Reels content types influence purchase intention
through perceived enjoyment, usefulness and brand attitude. The findings will
provide strategic guidance to brands on effective Reels content strategies for
strengthening consumer brand perceptions and driving purchase behavior.
This will expand academic understanding of optimizing new social video
platforms for marketing impact.
1.4 Research Objectives and Research Questions
1.4.1 Research Questions

(i) How does different Reels Short Content Type (social,

entertainment, informational, remunerative) influence consumer's brand
attitude and purchase intention?

(ii) What role do perceived enjoyment and perceived usefulness

play in the relationship between Reels content types and consumer behavior?
1.4.2 Research Objectives

(iii) To develop and empirically test a conceptual model

examining how Reels content characteristics affect purchase intention through
perceived enjoyment, usefulness and brand attitude.
(iv) To provide strategic guidance to brands on
optimal Reels content strategies for strengthening consumer
brand perceptions and driving purchase behavior.
(v) To expand academic understanding of how to leverage new
social video platforms like Reels for marketing impact.

1.5 Significances and Implications

This research significantly contributes to both theoretical

understanding and practical applications in the realm of social media
marketing, particularly focusing on the use of Instagram Reels. Theoretically,

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it bridges a crucial gap in existing literature by providing a deeper
understanding of Reels as a novel format in social media marketing. The
study meticulously develops and tests a conceptual model to explore how
various types of Reels content influence consumer purchase intentions,
mediated by perceived enjoyment and brand attitude. This approach offers
fresh insights into the distinct effects of ephemeral video content on
consumer behavior, distinguishing Reels from traditional Instagram posts.
The research enriches academic discourse by integrating concepts from
marketing and information systems, such as perceived enjoyment, usefulness,
and content typology, offering a comprehensive view of the interplay
between consumer behavior and digital platform engagement.

On a practical level, the findings of this study are invaluable for

brands and marketers seeking to optimize their use of Instagram Reels. By
identifying which content types most effectively enhance enjoyment, brand
attitude, and purchase intention, the research provides strategic direction for
creating compelling branded content on this emerging platform. As Instagram
Reels continues to grow in popularity, these insights are critical for brands to
effectively engage with their audience and harness the platform's unique
interactive features for successful marketing campaigns.

In sum, this research is a timely and important contribution to the

fields of social media marketing and consumer behavior. It not only advances
academic understanding of new digital communication platforms but also
equips brands and marketers with the knowledge to navigate and excel in a
rapidly evolving digital landscape, characterized by visual and ephemeral
content dynamics.
1.6 Research Methodology

In line with the goal and distinctive characteristics of the present

inquiry, researchers have determined that the use of quantitative methods
(Hughes, 2012) would be the appropriate for this type of research.

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 1.7 Scope and Limitation

While this study offers valuable insights, certain limitations must be

acknowledged. Firstly, the research is geographically constrained to
consumers in Ho Chi Minh City and may not represent perceptions and
behaviors in other cultures or locales. Additional investigation is needed to
determine the generalizability of the findings across diverse settings.
Secondly, the use of convenience sampling during survey distribution, while
efficient, means the sample may not fully reflect the target population and
could limit result accuracy. Employing random sampling in future studies on
this topic is recommended to improve generalizability.

Thirdly, the inherent limitations of a quantitative approach and self-

reported data may introduce subjectivity or social desirability biases in
participant responses regarding enjoyment, brand attitude, and purchase
intent. Mixed methods or experimental designs could provide deeper, more
objective insights into actual Reels viewing and buying behaviors. Fourthly,
as Instagram and Reels continuously evolve, the platform's capabilities and
algorithm at the time of study represent just one snapshot in an ongoing state
of flux. Replications of this research are needed to track changes over time as
the technology progresses.

Finally, with cross-sectional survey data, conclusions regarding

causality between the model variables should be made tentatively, as full
mediation effects cannot be definitively determined. Longitudinal tracking of
perceptions before and after Reels exposure would better establish causality.
While the proposed model is grounded in theory, further verification through
experimental manipulation is warranted. Overall, this research makes valuable
initial contributions to a developing area, but deeper investigation building on
the limitations is required to expand knowledge in this emerging domain.

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 1.8 Research Structure
Chapter I. Introduction
This initial segment sets the stage for the investigation by outlining
the focus on the dynamics of Instagram Reels in shaping consumer behavior.
It delves into identifying the research problem, formulating specific
objectives, and articulating the study's scope and inherent limitations. The
chapter concludes by delineating the overall structure and progression of the
research.
Chapter II. Literature Review

This chapter begins by detailing the key elements of the study,

particularly Instagram Reels content and its influence on perceived usefulness
and enjoyment among consumers. It progresses to discuss the foundational
theories that underpin this research, integrating insights from relevant prior
studies. The chapter culminates in the formulation of research hypotheses and
the presentation of a conceptual framework that will be empirically tested
throughout the study.

Chapter III. Methodology

This chapter presents a comprehensive overview of the research

methodology, outlining the strategic approach for data collection. It includes a
detailed description of the target demographic, the sampling methodology
employed, and the construction of the survey questionnaire. The chapter also
introduces and justifies the selected data analysis techniques, which are
pivotal for hypothesis testing and data interpretation.

Chapter IV. Data Analysis and Discussion

Chapter V. Recommendations and Conclusions

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 CHAPTER 2

LITERATURE REVIEW
2.1. Overview

In this chapter, the initial segment focuses on defining the essential

variables: Types of Content in Instagram Reels, Perceived Usefulness,
Perceived Enjoyment, Brand Attitude, and Purchase Intention. Subsequently,
the chapter delves into examining significant studies and theories that align
with the research's focus. The final part of the chapter is dedicated to the
formulation of hypotheses and the establishment of a comprehensive
theoretical framework for the study.

2.2. Conceptual Background

2.2.1 Reels Short Content Types

Instagram Reels allow users to create and share short videos on

the platform. The content featured on Reels covers a wide range of types that
serve different gratifications for users. Drawing from uses and gratifications
theory, the content can be broadly categorized as social, entertainment,
informational, and remunerative (Katz, 1959; Cvijikj & Michahelles, 2013; Tri
D.Le, 2018)..

2.2.1.1 Instagram Reels Social Content

In the digital realm, social content type, especially on platforms

like Instagram Reels, plays a pivotal role in shaping user engagement and
fostering online communities. Cvijikj and Michahelles (2013) define social
content as a catalyst for user participation, utilizing interactive elements such
as questions, opinion polls, and open discussions to initiate dynamic
dialogues between consumers and brands. This approach is instrumental in
creating a conversational space where users and brands can engage in
meaningful interactions, enhancing digital engagement (Luarn et al., 2015).

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 Expanding this concept within the vibrant and visually
stimulating environment of Instagram Reels, social content takes on a
multifaceted character. This involves interactive polls, user-generated
responses to trending challenges, and conversational elements like Reaction
Reels and narrative invitations that draw personal stories into the public
sphere. Features like duets and hashtags further integrate individual
contributions into a broader community narrative, fostering a sense of
collective creativity and engagement (Muntinga et al., 2011).

In this context, Instagram Reels' social content, particularly

concerning brand or product-related communication, emerges as a dynamic
and interactive media form. It is designed to facilitate consumer engagement
through co-creation and sharing of brand experiences, embodying the
principles of eWOM communication (Van Doorn et al., 2010; Hollebeek et
al., 2014). This content type effectively enhances the cognitive, emotional,
and behavioral dimensions of consumer engagement. It encourages cognitive
interaction with the brand, emotional attachment to the brand community,
and active participation in brand-related activities (Brodie et al., 2011;
Cvijikj and Michahelles, 2013).

2.2.1.2 Instagram Reels Remuneration Content

Remuneration content on Instagram Reels, as expounded by

Cvijikj and Michahelles (2011, 2013), represents a strategic integration of
rewards and incentives within brand content to enhance consumer
engagement and interaction. This content type is intricately designed to offer
tangible benefits to the audience, encompassing a spectrum of incentives like
discounts, special offers, contests, or exclusive access to products or services.
Such content is crafted to create a compelling value proposition, encouraging
consumers to engage actively with the brand in a reciprocal relationship.

In the unique context of Instagram Reels, remuneration content

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adapts to the platform’s visually stimulating and dynamic nature. Brands
leverage the short-form video format to present exclusive promotions,
product sneak peeks, and interactive contests. These elements are tailored to
the Reels environment to create a sense of urgency and exclusivity, tapping
into the platform's swift and transitory nature. This approach aligns with the
understanding that the appeal of tangible rewards can significantly influence
consumer behavior by tapping into the fundamental human desire for benefit
and gain (Wang et al., 2003; Wood et al., 2013).

In essence, remuneration content on Instagram Reels is not just

about presenting an attractive offer; it is about making it immediately
accessible within the engaging and concise format of Reels. This approach
doesn’t just inform; it entices, rewards, and potentially converts viewers
within a few captivating seconds, harnessing the platform's ability to deliver
immediate, visually engaging content that drives consumer interaction and
reinforces brand loyalty (Cvijikj and Michahelles, 2011, 2013).
2.2.1.3 Instagram Reels Informational Content
Informational content type, in the context of social media,
refers to posts that provide users with knowledge about specific products,
services, or brands, including marketing activities and related news (De
Vries et al., 2012; Muntinga et al., 2011). This information attempts to
enlighten and educate the audience, supporting informed decision-making
by delivering insights into product features, advantages, and updates. It
responds to the audience’s informational demands, helping them
understand the company and its services better, which is a core
motivation for interacting with a brand's social media presence (Lin and
Lu, 2011; Park et al., 2009).
On Instagram, informational content is altered to meet the
platform's visually focused approach. Informational material on
Instagram Reels would likely be succinct, visually attractive, and simple

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to grasp. It may contain brief lessons, product demos, or updates about
the newest product releases, all packaged in a manner that is natural to
Instagram's fast-paced, visually rich environment.
The efficacy of informative material on Instagram resides on
its capacity to offer important stuff rapidly. The combination of subtitles,
on-screen text, and dynamic images may boost message clarity and recall.
By leveraging the strengths of Instagram Reels, brands can create bite-
sized, informative content that is not only educational but also engaging,
increasing the likelihood of viewers taking the desired action, such as
visiting a website or making a purchase (Muntinga et al., 2011; De Vries
et al., 2012).
2.2.1.4 Instagram Reels Entertainment Content
Entertainment content type on Instagram Reels, especially in
the context of brand or product promotion, is a creative combination of
entertainment, creativity, and marketing message. This content genre is
differentiated by its concentration on bringing enjoyment and
entertainment to the viewer, frequently via comedy, narrative, and unique
graphics (Muntinga et al., 2011). The fundamental objective is to attract
and engage the audience, generating a lasting and favorable relationship
with the brand (Cvijikj and Michahelles, 2013). Entertainment content in
this context is created not merely to be entertaining and interesting, but
also to discreetly reinforce the consumer's favorable attitude towards the
brand, hence driving continued involvement with the company's content
(Taylor, Lewin, and Strutton, 2011).
In case of Instagram Reels, entertainment content takes use of
the platform's potential to generate quick but dramatic films that engage
emotionally with viewers. This includes trending challenges, comedic
skits, and visually engaging storylines that are conducive to sharing,
liking, and commenting—key actions that amplify brand reach and

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engagement. Instagram Reels facilitates a connection with the audience
through content that is relatable and enjoyable, making it stand out in a
highly competitive social media landscape.
The true strength of Instagram Reels' entertainment content lies
in its ability to seamlessly weave brand-centric messages within appealing
and engaging narratives. This content type is not overtly promotional but
rather integrates brand elements within the entertainment context, making
it more palatable and memorable to the audience. This subtle integration is
key to the effectiveness of entertainment content on Instagram Reels, as it
not only satisfies the entertainment needs of the audience but may also
fosters a positive brand attitude in a subtle yet powerful manner. The
blend of creative storytelling, humor, and visual appeal, aligned with the
brand's identity and message, is crucial in engaging users in a manner that
is both authentic and enjoyable. This approach not only enhances brand
image but also potentially influences consumer behavior, leveraging the
platform's visual storytelling strengths and algorithm preferences for
highly engaged content (Muntinga et al., 2011; Taylor, Lewin, and
Strutton, 2011; Raney et al., 2003).

2.2.2 Perceived Usefulness

Perceived usefulness, first introduce by Davis (1989) on his

Technology Acceptance Model (TAM), reflects users' belief that a
particular system or technology would enhance their performance or
experience (Davis, 1989). He then embeded it in motivation theory, which
define perceived usefulness as an extrinsic motivation (Davis et al., 1992).
Then, Chau (1996) integrates expectancy theory into this concept,
suggesting that Perceived Usefulness involves the evaluation of both near-
term and long-term consequences of technology use. The model suggests
that users weigh the immediate benefits of a technology (such as
efficiency or satisfaction) against its potential long-term advantages (like

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improved career prospects or social status). From a terms of job
performance enhancement (Davis, 1989), later, Venkatesh and Davis
(2000) expanded by suggesting that users evaluate technologies based on
the perceived improvements they offer in various aspects of their lives,
not just work-related tasks. This broadens the concept to encompass any
perceived benefit from using a technology.

In the context of Instagram, particularly regarding brand or

product content, perceived usefulness can be understood as the degree to
which users believe engaging with a brand's content on Instagram Reels
will provide them with value. This value can be immediate, such as
gaining knowledge about a product, or long-term, like enhancing one's
lifestyle or social status.

For brands on Instagram, perceived usefulness encapsulates

not just the informational content of posts but also how this content
contributes to the user's personal or professional life. For instance, a
brand's product demonstration on Instagram Reels is perceived as useful if
it helps users understand the product better, leading to informed purchase
decisions. Similarly, a brand's involvement in trending topics or social
causes might enhance its perceived usefulness by aligning with the users'
values and contributing to their social identity.

This conceptualization of perceived usefulness in the context

of Instagram Reels is crucial for brands aiming to influence consumer
behavior. It suggests that for content to be effective, it should not only be
engaging and entertaining but also carry intrinsic value that resonates with
the audience's needs and aspirations. Brands must, therefore, craft their
Reels content strategically, ensuring that it is not just visually appealing
but also rich in substance, offering tangible benefits that align with the
users' expectations and preferences.

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 Willemsen et al. (2011) provide a more nuanced view by
examining how content characteristics impact perceived usefulness in
online reviews. Their findings indicate that argumentation quality, review
valence, and the presence of expertise claims are significant predictors of
perceived usefulness. Applied to Instagram Reels, this suggests that the
way information is presented (its clarity, argumentation, and perceived
expertise) significantly affects users' perceptions of product’s usefulness.

2.2.3 Perceived Enjoyment

Perceived Enjoyment, within the realm of consumer behavior

and technology acceptance, is a critical factor influencing individuals'
engagement with online platforms. Defined as the extent to which the
activity of using a technology is enjoyable in itself, beyond any practical
outcomes (Davis et al., 1992), this concept is pivotal in understanding user
interaction with digital platforms like Instagram Reels.

Motivation theorists differentiate between intrinsic and

extrinsic motivation, where perceived enjoyment is seen as an intrinsic
motivator. It is the pleasure derived from the activity itself, not just the
outcomes it may bring (Deci, 1971; Davis et al., 1992). In the setting of
online shopping, reported pleasure has been found as a major indicator of
the desire to shop online, indicating a change in customer behavior from
economic or social motives to enjoyment-driven experiences (Ramayah &
Ignatius, 2005).

When transferring this to the context of Instagram, especially

through the perspective of brand and product interaction, Perceived
Enjoyment may be regarded as the joyful experience users obtain from
engaging with brand-related material. This satisfaction is not only about
the usefulness or informative value of the material but about the genuine
pleasure experienced from interacting with it. On Instagram, this might

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appear via numerous sorts of content, such as visually stunning
photographs, interactive stories, and relevant or entertaining Reels.

For a brand product on Instagram, Perceived Enjoyment is

therefore a measure of how much customers find pleasure in interacting
with the brand's content. This involvement might be via product
demonstrations, interactive postings, or brand narrative that engages with
the audience on an emotional level. The idea is to develop material that is
not simply instructive but also pleasant, therefore building a favorable
emotional connection with the company.

2.2.4 Brand Attitude

Brand attitude, a central concept in consumer behavior, reflects

the internal evaluation of a brand by an individual. This evaluation is not
merely transient but rather a relatively enduring summary of the brand's
perceived qualities (Mitchell and Olson, 1981; Spear and Singh, 2004). It
encompasses both cognitive and affective dimensions, as it is informed by
consumers' beliefs about the brand's attributes and benefits, and their
emotional responses to these attributes (Keller, 1993). Brand attitudes are
formed on a continuum, ranging from highly favorable to strongly
unfavorable, and are influenced by various factors, including the type and
quality of information received about the brand (Hollebeek and Chen,
2014).

Brand attitude of a brand in Instagram Reels is shaped by the

types of content that brand published, encountered - social, entertainment,
informational, and remuneration. Each content type contributes uniquely
to how consumers perceive and evaluate the brand. For instance,
entertainment content may evoke positive emotions, enhancing brand
likability, while informational content might bolster the brand's
credibility, influencing the cognitive aspect of brand attitude. The

14
influence of these content types on brand attitude is crucial, as it directly
impacts purchase intention, bridging the gap between brand perception
and consumer action (Hwang et al., 2021). Thus, brand attitude can be
viewed as the evaluative summary of a brand formed by consumers'
interactions with various Instagram Reels content, influencing their
intention to purchase.

2.2.5 Purchase Intention

Purchase intention refers to the likelihood that a consumer will

buy a specific product or service in the future (Dodds et al., 1991). It
captures their willingness and self-reported plan to make a purchase
(Spears & Singh, 2004). Purchase intention is influenced by the
consumer's overall evaluation and sentiment toward the associated brand,
known as brand attitude (Wu et al., 2011). A positive brand attitude
strengthens purchase intention by enhancing perceived brand value and
the motivation to obtain anticipated benefits (Hollebeek & Chen, 2014).

In the social media context, purchase intention denotes the

intent to buy products related to a brand after engaging with its branded
content, specificly in this paper is Instagram reels. Favorable brand
attitudes developed through social media exposure can increase purchase
intentions by improving brand image and desire for associated offerings
(Schivinski & Dabrowski, 2016). Entertaining, informative or otherwise
engaging content that elicits positive brand attitudes is likely to motivate
greater willingness to purchase the brand in the future

2.3. Core Related Theory

2.3.1 Technology Acceptance Model – TAM

The Technology Acceptance Model (TAM), a cornerstone in

understanding user interaction with technology systems, draws from the

15
Theory of Reasoned Action (TRA) and posits that the actual use of
technology is influenced by behavioral intentions, attitudes, perceived
usefulness, and perceived ease of use (Davis et al., 1989; Fishbein &
Ajzen, 1975). TAM has been a seminal framework in the field of
information systems, illuminating the factors that drive technology
acceptance and usage.

Central to TAM is the concept of Perceived Usefulness,

defined as the degree to which a person believes that using a particular
system would enhance their job performance (Davis et al., 1989). This
construct has been empirically validated as a primary predictor of
technology adoption and usage intentions. Complementing this, Perceived
Ease of Use also plays a crucial role, influencing initial acceptance and
ongoing adoption of technology innovations (Davis et al., 1989;
Venkatesh, 2000; Lin, Shih, & Sher, 2007). Later, the author expand this
theory by embeded the motivation theory into the model, stating that both
extrinsic motivation (perceived usefulness, perceived ease of use) and
intrinsic motivation (perceived enjoyment) can affect the customer’s
attention to use the technology (Davis et al., 1992). In there, Perceived
Enjoyment is defined as the extent to which the activity of using a
technology is enjoyable in itself, beyond any practical outcomes.

The model emphasizes that actual system usage is determined

by behavioral intentions, which in turn are shaped by attitudes towards the
technology and the belief in its usefulness. The behavioral intention
construct serves as a robust proxy for predicting actual usage, with
numerous studies successfully employing TAM to forecast technology
adoption behaviors (Legris, Ingham, & Collerette, 2003; Ramayah &
Jantan, 2003; Ramayah, Lam, & Sarkawi, 2003; Park, 2009; Li, 2014).

However, some researchers like Davis et al. (1989), Davis

(1993), Benbasat & Barki (2007), and Li (2014) have criticized the

16
Technology Acceptance Model (TAM) for being incomplete and lacking
specifics. They argue that TAM should be extended and adapted to
particular contexts and situations by incorporating additional relevant
variables. Therefore, my thesis aim to expand this model into marketing
field, specifically at how the instagram reel’s content can affect PU, PE,
and then how PU, PE can effect the Brand Attitude and later the purchase
intention.

My research will eliminate the Perceived Ease of Use factors,

as Instagram Reels feature, is designed with user-friendliness and intuitive
interaction in mind (Instagram, 2020). The platform's ease of use is a
baseline expectation, deeply ingrained in its design and user interface (UI)
principles. As such, Venkatesh and Bala (2008) argue that once a
technology becomes widely accepted and its ease of use is well-
established, the impact of perceived ease of use on user acceptance and
behavior tends to diminish. In the context of widely adopted and
intuitively designed social media platforms like Instagram, users are less
likely to be influenced by ease of use as a distinct factor in their decision-
making process.

Furthermore, focusing on Perceived Enjoyment and Perceived

Usefulness offers a more targeted understanding of user behavior on
Instagram Reels. As noted by Agarwal and Karahanna (2000), when users
interact with a well-established and user-friendly technology, their
behavioral intentions and usage patterns are more significantly driven by
the intrinsic and extrinsic motivations, which are captured by perceived
enjoyment and perceived usefulness, respectively.

2.3.2 Uses and Gratification Theory – UGT

The Uses and Gratifications Theory (UGT), originating from

Katz, Blumler, and Gurevitch's communication studies, is integral in

17
understanding the active role of audiences in media consumption,
particularly within the social media landscape. UGT posits that
individuals use media to fulfill specific needs, ranging from knowledge
enhancement, entertainment, and relaxation to social interaction and
reward (Katz, 1959; Blumler & Katz, 1974; Ko et al., 2005). This theory
emphasizes the audience's proactive role in seeking, identifying with, and
utilizing media to satisfy these gratifications (Katz and Foulkes, 1962; Ku
et al., 2013). In social media contexts such as instagram, this translates
into user engagement behaviors, driven by underlying motivations such as
remuneration, information seeking, social interaction, and entertainment
(Whiting & Williams, 2013; Cvijikj & Michahelles, 2013; Tri D.Le,
2018), which are crucial for understanding the appeal of platforms like
Instagram Reels. Furthermore, UGT underscores the necessity of content
creation that caters to these individual gratifications to foster stronger
engagement and loyalty (Malthouse et al., 2013; Swanson, 1987). This
framework has evolved to address the nuances of consumer behavior in
digital and social media, highlighting the dynamic interplay between user
motivations and media content, thus offering a comprehensive lens for
examining contemporary media consumption patterns (Smock et al., 2011;
Muntinga et al., 2011). However, critiques of UGT often point to its broad
and sometimes vague conceptual framework (Ruggiero, 2000), prompting
a shift towards more nuanced understandings of media behavior. This
includes differentiating between 'gratifications sought' (motivations) and
'gratifications obtained' (outcomes), aligning UGT with goal-directed
behavior psychology (Rubin, 2002).

Applying UGT to this research on Instagram Reels content

types offers a nuanced understanding of why users engage with different
types of content. It helps to explain the user's active role in selecting
content based on the gratifications they seek, whether it’s for social
connection, information, entertainment, or remunerations. On the other

18
 hand, the gratifications obtained by users are multifaceted. Enhanced
Brand Perception and Increased Purchase Intention are significant
outcomes, where engaging content shapes consumer’s attitude about brand
and boosts likelihood of purchase. Social Gratification, through
community and belonging, and Knowledge Acquisition, via informational
content, align with UGT research and users' information-seeking motives
(Whiting & Williams, 2013; Tri D. Le, 2018). Additionally, Enjoyment
and Entertainment from engaging content (Muntinga et al., 2011), along
with Economic Rewards from remunerative content (Cvijikj &
Michahelles, 2013), highlight the platform’s impact on user interaction
and brand-related behaviors. These gratification obtains could be a good
source to analyze how the content type of instagram can affect to
perceived usefulness of products and perceived enjoyment.

2.4. Prior-Related Research and Research Gap

2.5. Hypothesis Development and Research Model

2.5.1 Instagram Reels Content Types and Perceived Usefulness

2.5.1.1 Informative Reels Content and Perceived Usefulness

Informational content typically includes product

demonstrations, features, and updates, which are crucial for users seeking
knowledge to make informed decisions (De Vries et al., 2012; Muntinga et
al., 2011). Such content addresses the intrinsic motivation of users for
information-seeking, a primary driver for engaging with brand content online
(Lin and Lu, 2011; Park et al., 2009). Therefore, drawing on Uses and
Gratifications Theory (U&G), this research posits that informational content
on Instagram Reels significantly enhances Perceived Usefulness of the
products featured within these videos (Katz, 1959; Cvijikj & Michahelles,
2013).

19
 Literature suggests that informational content is highly valued
by users, as it contributes directly to the utility they derive from the media
(Willemsen et al., 2011). The clarity, argumentation quality, and perceived
expertise embedded in informational Reels are likely to increase the
perceived usefulness of the products, thus fulfilling the 'gratifications
obtained' from the consumption of such content (Willemsen et al., 2011).
These gratifications align with the expectancy value theory (EVT), which
postulates that content attributes directly influence attitudes and behavioral
intentions, based on their utility (Fishbein and Ajzen, 1975). From a
discussion above, the hypothesis is advanced:
H1a: Instagram Informational Reels content are positively
impact on the Perceived Usefulness

2.5.1.2 Remuneration Reels Content and Perceived

Usefulness

The content distributed on social media platforms like

Instagram Reels serves various user needs, including the pursuit of
remuneration, which according to Uses and Gratifications Theory (U&G),
fulfills a distinct user motivation (Katz, 1959; Cvijikj & Michahelles, 2013).
Remuneration content, which encompasses promotions, discounts, and
special offers, directly addresses the consumer’s desire for economic
incentives (Cvijikj & Michahelles, 2011; Wood et al., 2013), and is posited to
have a positive effect on the perceived usefulness of the product.

Remuneration content offers tangible benefits, often resulting in

immediate economic gratification (Wang et al., 2003). This type of content
not only appeals to the user’s financial rationale but also to the psychological
gratification obtained from securing a good deal (Nov, 2007). Such
gratifications obtained from remuneration content could lead to an enhanced
perception of the product's usefulness, as consumers associate the brand with
value and benefits (Cvijikj & Michahelles, 2011).

20
 Furthermore, the concept of perceived usefulness, as outlined in
the Technology Acceptance Model (TAM), is grounded in expectancy
theory, which relates directly to the perceived benefits of a behavior, such as
engaging with remuneration content (Davis, 1989; Chau, 1996). When users
perceive that engaging with such content will lead to financial rewards or
savings, the perceived usefulness of the product is heightened (Venkatesh &
Davis, 2000). On the other hand, the expectation of rewards fulfills a dual
role—meeting immediate economic needs and enhancing the product's
perceived value—leading to a greater intention to engage with the brand
(Willemsen et al., 2011). Thus, this hypothesis is proposed:

H1b: Instagram Remunerations Reels content are positively

impact on the Perceived Usefulness

2.5.1.3 Social Reels Content and Perceived Usefulness

The integration of social content within Instagram Reels is
poised to significantly impact consumers' perceptions of product usefulness.
This hypothesis is rooted in the Uses and Gratifications Theory (UGT),
which suggests that users actively seek out media content that fulfills their
specific needs (Katz, 1959). Social content on Instagram Reels, comprising
user interactions and community-driven exchanges, provides a rich context
for users to gather product-related information incidentally through dialogues
and peer discussions (Cvijikj & Michahelles, 2013; Luarn et al., 2015).
When consumers engage with social content that features user-
generated discussions about products, they obtain valuable insights and
personal experiences from peers. This user-driven exchange of information
can significantly enhance the perceived usefulness of the products featured
within the content (De Vries et al., 2012). Users tend to perceive products
discussed in a social context as more useful because they can relate to the
shared experiences and find practical advice that aids in their decision-
making processes (Muntinga et al., 2011).

21
 Willemsen et al. (2011) emphasize that the perceived usefulness
of online content is shaped by argumentation quality and the presence of
expertise claims. In the context of Instagram Reels, social content often
contains such persuasive elements, as users naturally discuss the pros and
cons of products, share their expertise, and provide recommendations. The
cumulative effect of these interactions is an enhanced perception of product
utility derived from the social content. From a discussion above, the
hypothesis is advanced:
H1c: Instagram Social Reels content are positively impact on
the Perceived Usefulness

2.5.1.4 Entertainment Reels Content and Perceived

Usefulness
Entertaining Reels can lead to positive brand attitudes and
increased purchase intentions by providing a pleasurable escape and
appealing to the viewers' sense of fun (Taylor, Lewin, & Strutton, 2011;
Raney et al., 2003). This emotional connection can be particularly potent
when it comes to enhancing the perceived usefulness of the products featured
within these Reels. Drawing from the Uses and Gratifications Theory
(U&G), the hypothesis can be posited that entertainment in the context of
Instagram Reels serves not only as a source of enjoyment but also as a
conduit for delivering product information in a way that is perceived as
useful by the consumer (De Vries et al., 2012; Cvijikj & Michahelles, 2013).
When entertainment is intertwined with product features, it can lead to a
higher intent to revisit the brand's page and engage with its content,
suggesting an indirect impact on perceived product usefulness (Raney et al.,
2003). Futhermore, this content type not only meets the entertainment
gratification sought by users but also the informational gratifications
obtained, resulting in an enhanced perception of the product's value (De
Vries et al., 2012; Willemsen et al., 2011). Thus, there is a hypothesis

22
development:
H1d: Instagram Entertainment Reels content are positively
impact on the Perceived Usefulness

2.5.2 Instagram Reels Content Types and Perceived Enjoyment

2.5.2.1 Informational Reels Content and Perceived

Enjoyment
Within the framework of Uses and Gratifications Theory
(UGT), consumers approach Instagram Reels with specific needs and
anticipated gratifications. Informational content about a brand's products
serves these needs by providing valuable data, potentially affecting perceived
enjoyment (Katz, 1959; Cvijikj & Michahelles, 2013). The informative
aspect of Reels content can offer a sense of empowerment and satisfaction
that extends beyond the mere acquisition of knowledge, contributing to the
enjoyment derived from the use of the product showcased (Lin and Lu, 2011;
Park et al., 2009).
De Vries et al. (2012) suggest that consumers have a positive
disposition towards informative content on social networks, which may
enhance the enjoyment of engaging with such content. When information is
presented in an appealing manner, integrating educational and entertaining
elements, it leads to higher consumer engagement and enjoyment (Raney et
al., 2003). This aligns with the expectancy value theory (EVT), where the
utility of content, in this case, the joy of learning and discovering, influences
consumer behavior (Fishbein and Ajzen, 1975).
Furthermore, engaging with informational content that enhances
product knowledge can lead to intrinsic satisfaction, as it fulfills cognitive
and affective needs related to understanding and mastering product use
(Muntinga et al., 2011). This suggests a direct link between the informative
value of content and the intrinsic enjoyment of the consumption experience,
contributing to a positive brand attitude and reinforcing the desire to interact

23
with the brand's offerings (Taylor, Lewin, & Strutton, 2011).
Moreover, when consumers engage with informative content
that is well-integrated into the fast-paced and visually compelling format of
Reels, it can fulfill cognitive and emotional needs—resulting in an enjoyable
learning experience (Muntinga et al., 2011). Thus, the pleasure consumers
derive from the content is influenced not only by its entertainment value but
also by its capacity to inform and enlighten. Given this synthesis of literature
and theory, the following hypothesis is posited:
H2a: Instagram Informational Reels content about brand's
products positively impacts the Perceived Enjoyment.

2.5.2.2 Remuneration Reels Content and Perceived

Enjoyment
In exploring the relationship between remuneration content in
Instagram Reels and perceived enjoyment of a product, it's crucial to
integrate concepts from Uses and Gratifications Theory (UGT) and the
findings of relevant studies. UGT, as articulated by Katz (1959), suggests
that users engage with media to satisfy specific needs, including
entertainment, information, and remuneration (Whiting & Williams, 2013).
Remuneration content, which includes promotions and exclusive offers
(Cvijikj & Michahelles, 2011, 2013), directly appeals to consumers' desire
for economic benefits, thereby influencing their perceived enjoyment of the
product.
The notion of 'gratification obtained' is central to understanding
how remuneration content enhances perceived enjoyment. When consumers
engage with remuneration content, they experience immediate economic
gratification (Wang et al., 2003), which can increase the perceived enjoyment
of the product. This is because the tangible benefits and savings associated
with remuneration content augment the overall value proposition of the
product, leading to a more enjoyable experience with the brand (Cvijikj &

24
Michahelles, 2011).
Furthermore, this enhancement in perceived enjoyment can be
attributed to the expectancy value theory (EVT) within the context of UGT.
EVT posits that the perceived benefits of an action or behavior influence
individuals' attitudes and behaviors (Fishbein and Ajzen, 1975). Thus, when
consumers perceive remuneration content as beneficial, it positively impacts
their enjoyment of the product featured within these Reels. Therefore, based
on these theoretical underpinnings and empirical evidence, it can be
hypothesized that:
H2b: Instagram Remuneration Reels content about brand's
products positively impacts the Perceived Enjoyment.

2.5.2.3 Social Reels Content and Perceived Enjoyment

The dynamic interplay of social media content and consumer
behavior is exemplified through Instagram Reels, particularly in influencing
perceived enjoyment. Drawing from Uses and Gratifications Theory (Katz,
1959), the gratification obtained from engaging with social content on
Instagram Reels significantly contributes to the perceived enjoyment of the
product. This is aligned with the notion that social media users actively seek
content that fulfills specific needs, including social interaction and
entertainment (Cvijikj & Michahelles, 2013; Whiting & Williams, 2013).
Social content on Instagram Reels, characterized by user interactions and
community-driven exchanges, offers a rich tapestry of experiences that
resonate deeply with users. This type of content, by fostering a sense of
community and engagement, enhances the intrinsic pleasure derived from the
product experience (Luarn et al., 2015). The enjoyment is not merely derived
from the utility of the content but from the engaging nature of the social
interactions it facilitates.

The concept of perceived enjoyment, as an intrinsic motivator,

25
is pivotal in this context (Davis et al., 1992). The interactive and communal
aspects of social content on Instagram Reels contribute significantly to this
enjoyment. By engaging with user-generated content, consumers gain
insights and personal stories that enrich their experience with the product,
thus elevating the perceived enjoyment. Furthermore, the literature suggests
that the integration of social content in Instagram Reels enhances perceived
product utility through social interactions and information exchange
(Muntinga et al., 2011; De Vries et al., 2012). These interactions contribute
to a deeper, more enjoyable product experience, affirming the positive impact
of social content on perceived enjoyment. Therefore, a hypothesis is
proposed:
H2c: Instagram Social Reels content about brand's products
positively impacts the Perceived Enjoyment.

2.5.2.4 Entertainment Reels Content and Perceived

Enjoyment
Drawing on the Uses and Gratifications Theory (U&G) and
previous empirical findings, it is hypothesized that entertainment content in
Instagram Reels about brand products significantly enhances perceived
enjoyment among consumers. Entertainment content, characterized by
humor, storytelling, and creative visuals, aligns with the U&G framework,
which posits that media consumption fulfills users' needs for enjoyment and
pleasure (Muntinga et al., 2011; Cvijikj & Michahelles, 2013).
Entertaining Reels captivate the audience by delivering brand
messages in a manner that is emotionally resonant and enjoyable. This type
of content is not merely fun but subtly reinforces a positive attitude towards
the brand, thereby increasing the likelihood of consumer interaction with the
brand's content (Taylor, Lewin, & Strutton, 2011). Moreover, entertainment
in Instagram Reels serves as a conduit for delivering product information in a
way that is perceived as enjoyable by the consumer, thereby enhancing the

26
perceived enjoyment of the product (De Vries et al., 2012; Cvijikj &
Michahelles, 2013).
Furthermore, the intrinsic pleasure derived from engaging with
entertainment content on Instagram Reels influences the consumer's
emotional connection with the brand. This aligns with Davis et al. (1992),
who identified perceived enjoyment as an intrinsic motivator in technology
acceptance and user interaction. The entertainment value of Instagram Reels
thus not only meets the entertainment gratification sought by users but also
enhances the informational gratifications obtained, resulting in an elevated
perception of the product's value and enjoyment (De Vries et al., 2012;
Willemsen et al., 2011). Given this synthesis of literature and theory, the
following hypothesis is posited:
H2d: Instagram Entertainment Reels content about brand's
products positively impacts the Perceived Enjoyment.

2.5.3 Perceived Enjoyment and Brand Attitude

Perceived enjoyment, as defined by Davis et al. (1992),

encompasses the intrinsic satisfaction derived from engaging with a
technology or platform, beyond its utilitarian value. In the context of
Instagram Reels, this translates into the pleasure consumers experience from
interacting with brand-related content, whether it be through remuneration,
informative, social, or entertainment-driven Reels. Studies like those by
Yang, Asaad, and Dwivedi (2017) and Taylor, Lewin, and Strutton (2011)
highlight the significant impact of perceived enjoyment on brand attitude.
They posit that enjoyment derived from engaging with gamified marketing
activities or entertaining advertisements on social media platforms not only
enhances the immediate gratification of the experience but also contributes
positively to consumers' attitudes towards the brand. This effect is consistent
with findings in electronic commerce, where enjoyment aspects of online
interactions, such as in instant messaging or online shopping, have been

27
found to influence attitudes positively (Koufaris, 2002; Li, Chau, & Lou,
2005).

In the specific case of Instagram Reels, the entertainment value

of content—whether it be through humor, storytelling, or interactive features
—enhances the perceived enjoyment, which in turn, fosters a more favorable
brand attitude. This relationship aligns with the Uses and Gratifications
Theory (Katz, 1959), suggesting that the gratification obtained from engaging
content not only satisfies the entertainment needs of users but also enhances
their perception of the brand. Furthermore, the intrinsic pleasure derived
from engaging with such content influences consumers' emotional connection
with the brand, thereby impacting their overall attitude towards it. As Norris
and Colman (1993) and Gullen (1993) suggest, the enjoyment properties of a
brand's content may significantly affect consumers' attitudes towards that
brand, emphasizing the importance of intrinsic motivations in shaping brand
perceptions. From the literature discussion above, the hypothesis is
developed:

H3: Perceived Enjoyment can have a positively impact to Brand

Attitude

2.5.4 Perceived Usefulness and Brand Attitude

Perceived usefulness, a central construct in TAM, is defined as
the degree to which an individual believes that using a particular system
would enhance their performance or experience (Davis, 1989). This concept
is integral in understanding how consumers interact with and perceive
technology-based platforms like Instagram Reels. In the realm of social
media, perceived usefulness extends beyond mere utility to encompass the
value derived from engaging with content, particularly brand-related content.
This value could be informational, utilitarian, or even emotional, depending
on the nature of the content (Davis et al., 1992; Chau, 1996). Yang, Asaad,

28
and Dwivedi (2017) emphasize that marketing activities, including those on
social media platforms, can significantly influence customers' brand attitudes.
They highlight the role of perceived usefulness in shaping attitudes towards
brands, suggesting that when users find content on platforms like Instagram
Reels useful, it positively affects their attitude towards the brand. This is
supported by Biehal, Stephens, and Curlo (1992) and Sallam & Algammash
(2016), who found a significant relationship between perceived usefulness
and positive brand attitude. In line with UGT, which posits that media usage
is driven by the gratifications users seek and obtain (Katz, 1959), the
perceived usefulness of Instagram Reels content can be seen as a gratification
that consumers seek. This is particularly relevant for content that is
informative, educational, or offers tangible benefits like promotions or
insider knowledge (Cvijikj & Michahelles, 2013). Drawing from these
diverse strands of research, the hypothesis below will be proposed:
H4: Perceived Usefulness can have a positively impact to Brand
Attitude
2.5.5 Brand Attitude and Purchase Intention
The According to the theory of reasoned action, brand attitude is
a key predictor of purchase intentions (Fishbein & Ajzen, 1975). Brand
attitude refers to consumers’ overall evaluation and sentiments toward a
brand. As consequence of this brand attitude leads to forming actions (Spears
and Singh, 2004), therefore leading to intention to buy (Bagozzi, 1981;
Spears and Singh, 2004) whether it is an online platform (Haenlein and
Kaplan, 2009) or conventional means (Shimp, 1981) of marketing, attitudes
hold a very essential position in strategic planning. There are several
theoretical explanations for the positive effect of brand attitude on purchase
intentions:
Firstly, a positive brand attitude signifies greater perceived
brand quality, trustworthiness, and satisfaction (Keller, 1993). The
cumulative favorable associations that shape brand attitude transfer to

29
perceptions about anticipated brand benefits and ability to meet customer
needs. This results in greater willingness to obtain expected rewards through
purchases.
Secondly, a favorable brand attitude strengthens motivations
and goals to purchase the brand, according to the theory of planned behavior
(Taylor & Todd, 1995). Consumers seek to achieve desired identity
enhancement or social approval goals linked to well-liked brands through
acquiring their products. Positive brand attitudes also elicit approach
behaviors toward the brand and its offerings (Pham & Avnet, 2004).
Finally, strong brand attitudes engender brand loyalty and
equity, reducing perceptions of risk and uncertainty in purchasing those
brands (Delgado-Ballester & Munuera-Alemán, 2005). The goodwill stored in
a favorable brand attitude acts as a buffer against worries about product
performance, social evaluation, or economic risks. This enhances purchase
intentions.
In summary, by improving brand perceptions, approach
motivations, and mitigating product uncertainty, a positive brand attitude is
likely to increase consumers' willingness and intentions to purchase the
brand's offerings. Thus, it is hypothesized:
H5: Brand Attitude has a significant positive influence on
Purchase Intentions for the brand's products

2.6 Proposed Theoretical Framework

Drawing from the insights gathered in the literature review and

aligning with the findings of prior studies and theoretical frameworks,
analogous conclusions are evident. The following figure will depict the
interconnections between Instagram Reels content types, perceived
enjoyment, perceived usefulness, brand attitude, and purchase intention.

30
Figure 1 Proposed Model of Instagram Reels Content Type on Brand Attitude
and Purchase Intention

31
 CHAPTER 3

RESEARCH METHODOLOGY
3.1. Overview

This section provides an overview of the methodology applied in this

research beginning with a discussion of the suitability of the employed
method design. In addition, the rationale for utilizing the survey methodology
was explored. Consequently, the target population and sample size were both
determined. The questionnaires were then prepared according to a review of
the literature. Finally, the methodologies for analyzing data and the
assessment of hypotheses were presented. Given the complexity of the
framework, it was concluded that the Partial Least Squares Structural
Equation Modelling (PLS-SEM) technique is adequate for data analysis.

3.2. Research Paradigm & Research Design

This research is based by a positivist research paradigm, with an
emphasis on hypothesis testing and substantiating existing findings. The
positivist method facilitates the exploration and explanation of cause-effect
relationships, shunning other interpretations to obtain unbiased conclusions.
Moreover, this study combines deductive reasoning and securely predicated
hypotheses to interpret causal links, producing explanations and predictions
from observable results and quantitative evidence (Fadhel, 2002). The major
research methodologies incorporate both quantitative and qualitative
approach (Collis & Hussey, 2014). Since positivism supports a quantitative
research technique (Kivunja & Kuyini, 2017), this investigation is
quantitative and demands hypotheses. Empirically presenting hypotheses is
the reason why this methodology was chosen to study the relationships
between variables. The theoretical framework, inclusive of the corresponding
variables, is designed based on insights acquired from a comprehensive
assessment of applicable literature. As noted by Neuman (2006), constructs

32
and their interrelations, frequently specified in hypotheses, provide the core
of quantitative analysis. The preference for a quantitative strategy in this
dissertation originates from its ability to delineate patterns and lucidly
elucidate variable interrelationships. Additionally, the quantitative method
augments the credibility of the findings through the evaluation of the validity
and reliability of scales for measurement.
The quantitative data utilized to evaluate the proposed hypotheses in
this study are obtained by a survey and then statistically evaluated. The
motivation for utilizing the survey approach is its inherent advantages, as
described by Jankowicz (2005); surveys allow for the engagement with a
wide range of participants and facilitate data gathering on multiple topics
within a confined timeframe. Furthermore, surveys prove helpful when
dealing with a big population size and are valued for their cost and time
efficiency, their capacity to avoid researcher bias, and their effectiveness in
testing hypotheses. Specifically, this study tries to evaluate distinct
hypotheses and the interactions among independent and dependent variables.
Consequently, a survey methodology is adopted.
3.3. Research Process

Figure 4 presents a graphic representation of the research process.

This study's research strategy incorporates a deliberate series of steps. The
first step focuses on identifying the problem by thoroughly studying the
current environment or market scenario. Following problem identification,
the study objectives were developed, principally through recognizing
challenges given by the situation. The next step entails establishing a
conceptual framework that was constructed on a careful analysis of
preceding theories and associated information. Once the variables and the
framework were well-defined, items for each variable were methodically
gathered from past similar studies, resulting to the construction of a survey
questionnaire. Data collecting was thereafter carried out through a
combination of online and traditional paper-based surveys. The data

33
acquired through these surveys were then inputted and analysed using
SmartPLS 4.0 software. In the final part of the research process, the author
collated and finalised the study, combining findings, limitations, and
applications, all supported by statistical evidence produced from software
reports.

34
 Problem findings

Research objectives

Literature Review

Development of Hypothesis

Research Design

Design Questionnaire

Collect Data

Online survey Paper survey

Data processing using SmartPLS

Data finding and discussion

Implication and conclusion

Figure 2 Research Process

35
 3.4. Sample Size and Population
The target population for this study would be frequent Instagram
users who regularly view branded content on Reels, constrained to a specific
geographic region, age range, and product/brand interests based on the
research goals. Ideal participants would be demographics of people who
actively engage with brands through Reels content and could provide insights
into how this social video format influences their perceptions, attitudes, and
purchase intentions. The study chose a choice sample approach, in spite of
time and resource limits inherent to the investigation. This approach is
beneficial when the population is easily available to researchers (M.Given,
2008). Convenience sampling is applied in preliminary research attempts to
yield a gross estimate of outcomes, without the accompanying time or expense
constraints of picking a random sample. It was employed in order to connect
with respondents who were most aligned with the study's objectives and were
readily accessible to participate in the survey (Iacobucci & Churchill, 2010).
3.5. Process of Data Collection

Upon selecting the sample, data was acquired with a questionnaire,

chosen for its potential to give consistent and trustworthy findings directly.
The questionnaire also allows for a substantial data collection within a
constrained period and budget, while allowing speedier data processing
(Taguchi, 2009). A Google Forms-distributed online survey was utilized to
acquire data, which was subsequently spread to different Facebook groups and
LinkedIn networks. To guarantee data relevance, a screening question, "Have
you ever watch Instagram Reels and buy product from it?" was added at the
beginning of the survey to help determine the target group for the research.
Respondents picking "No" were led to the survey's conclusion, whilst those
responding "Yes" were redirected to the succeeding portion, which had
questions important to the study issue. Furthermore, paper forms of the
questionnaire were personally delivered at randomly Shop on Instagram who

36
had utilized reels as a marketing medthod. Given the problem of collecting a
valid sample, the researcher thoroughly reviewed employment descriptions to
assure that the surveys reached the relevant persons.

To reduce any challenges and related discomfort encountered by

respondents while completing survey questions, the survey will be structured
to contain questions written in the native language Vietnamese as mentioned
in Appendix.
3.6. Sample of the Research

The sample size for this study was determined based on

recommendations for partial least squares structural equation modeling (PLS-
SEM) analysis. As outlined by J. Hair et al. (2022), the minimum sample size
should be equivalent to 10 times the number of paths directed at the construct
with the largest number of incoming paths in the model. In the proposed
model for this research, the construct with the most incoming paths is Brand
Attitude, with 3 paths from Perceived Usefulness, Perceived Enjoyment, and
Purchase Intention. Therefore, following the 10 times rule, the minimum
required sample size is 30 (3 paths x 10).

However, while this provides the minimum needed for PLS-SEM, it

is advisable to collect a larger sample to account for potential dropout and
strengthen the statistical power of the analysis (J. F. Hair et al., 2012).
Previous studies on related topics such as social media marketing and
technology adoption have utilized sample sizes ranging from 200-400
participants (e.g. Hajli et al., 2017; Shareef et al., 2018). Thus, the target
sample size for this study was set at 300 Instagram users who engage with
branded Reels content, to ensure the model is tested with a robust sample size.
Participants were recruited through social media advertising and snowball
sampling. Establishing an adequate sample based on accepted guidelines will
support valid, reliable analysis of the conceptual model. needed.

37
 3.7. Design Questionaire and Scale Development

The production of successful questionnaires is dependant upon proper

preparation and a comprehensive study of existing research relevant to the
topic area under consideration. Vaus (2006) stated that the utilization of
measuring items from earlier research is an excellent technique to increase the
quality of questionnaire questions in a study. The present study intends to
update and reformulate the measuring items utilized in prior research to better
correspond with the current thesis setting.

In this study, research instrument is constituted of two primary

sections. The initial part consists of items gauging the essential concepts
within the research structure, featuring four independent variables of
Instagram Reels Content Type (Social, Remuneration, Informational,
Entertainment), mediating variables (Perceived Usefulness, Perceived
Enjoyment, Brand Attitude) and a dependent variable (Purchase Intention).
Consequently, this component comprises measurement items important to
these variables.

All the measurement questions were scored using a five-point Likert

scale ranging from 1, signaling "Strongly Disagree," to 5, meaning "Strongly
Agree." These items were drawn from known literature and then changed and
reviewed to meet the particular setting of this research.

The second part collects socio-demographic data, encompassing

attributes such as gender, marital status, age, professional experience, and
educational attainment. This structure allows the questionnaire to gather both
specialized and general information, facilitating a comprehensive analysis of
the research problem.

Table 1: Details of Measurement Items

Variables Coded Measuring Items
The Reels content encourages interaction and discussion among
SC1
Instagram Reels Social Content Type users.
I feel connected to a community when engaging with this Reels
SC2
content.

38
 SC3 The content on Reels prompts me to share and engage with others.

Instagram Reels Entertainment Content

EC1 I find the Reels content enjoyable and entertaining.
Type
The Reels content captures my interest with its creativity and
EC2
humor.
I am likely to watch these Reels repeatedly because they are
EC3
entertaining.

Instagram Reels Informational Content IC1 The information provided in the Reels is helpful and enlightening.
Type
These Reels effectively educate me about the brand's products or
IC2
services.

IC3 The content on Reels increases my understanding of the brand.

Instagram Reels Remuneration Content The Reels content offers appealing incentives, such as discounts or
RC1
Type rewards.

I feel motivated to engage with the brand due to the benefits

RC2
highlighted in the Reels

The promotions or offers in the Reels content add value to my

RC3
interaction with the brand.

The content on Instagram Reels provides me with valuable

PU1
Perceived Usefulness information about products..
I find Instagram Reels helpful in making informed purchase
PU2
decisions
Engaging with Instagram Reels enhances my knowledge about
PU3
products or services.

Interacting with Instagram Reels content is a pleasurable experience

PE1
Perceived Enjoyment for me.
PE2 I enjoy the time spent viewing Reels on Instagram.
PE3 The content on Instagram Reels keeps me entertained and engaged.

I have a favorable impression of brands featured in Instagram

BA1
Brand Attitude Reels.
BA2 The brands I see on Instagram Reels appeal to me.
My perception of a brand improves after seeing it on Instagram
BA3
Reels.

After viewing the Reels, I am more likely to purchase the brand’s

PI1
Purchase Intention products.
The Reels content increases my intention to buy the brand’s
PI2
products.
If a product is featured on Instagram Reels, I consider it as a
PI3
potential purchase
3.8. Statistical Data Analysis

39
 The data was processed with SPSS 26.0 and SmartPLS 4.0 software.
The first step includes data preparation for the identification of missing
values, outliers, and evaluation of the data distribution using SPSS 26.0.
Following this, the data was used to test the given hypotheses using the Partial
Least Square (PLS) approach through SmartPLS.

There are two versions of Structural Equation Modeling (SEM):

Covariance-based SEM (CB-SEM) and Partial Least Squares SEM (PLS-
SEM) which is variance-based. Each approach has its own pros and
drawbacks, and the decision of which one to employ relies on the aims of the
study, the nature of the data, and the model in issue (Gefen et al., 2011).

The major purpose of this research was to explore the linkages and
implications of the essential elements, namely Instagram Reels Content Type
on Perceived Usefulness and Perceived Enjoyment, then Perceived Usefulness
and Perceived Enjoyment affect to Brand Attitude and Customer Win-back
Capabilities. PLS-SEM was regarded ideal since it is adequate for
sophisticated models of structure and helps establish the model's primary
driving variables.

PLS-SEM, being a regression-based approach, is successful in

decreasing the residual variance of the dependent variables. This technique is
adaptable in dealing with a range of sample sizes and can support both
reflecting and formative components (Hair et al., 2022). However, it does
have certain disadvantages compared to CB-SEM when it comes to hypothesis
testing. Even though PLS-SEM's factor value could not be considered as
optimum owing to possible biases, actual evidence shows that the variations in
estimates between the two approaches are insignificant (Reinartz et al., 2009).

In this research, given the adequate sample size and the acceptable
number of indicators for each variable, the possible bias is considered to be
minimal. Also, PLS-SEM was recommended for its adaptability in handling
complicated models, which is especially pertinent in this investigation given

40
the many markers.

In conclusion, the PLS-SEM technique was adopted to assess the

study's hypotheses for the following reasons:

(i) Its potential to undertake thorough and systematic analyses,

allowing simultaneous exploration of correlations between independent and
dependent components (Gerbing & Anderson, 1988).

(ii) Its established success in dealing with multicollinearity and

skewed response distribution, especially important to our work that tries to
discover key influencing aspects in the model (Hair et al., 2022).

(iii) The intricate character of the suggested model (Hair et al., 2022).

PLS-SEM frequently adopts a two-step procedure to completely

examine the findings. The first stage evaluates the validity and reliability of
the measurement model. The next stage examines the structural model
estimates, going on only if the variables have been validated and regarded
credible. The two phases validation method attempts to guarantee that both the
measurement and structural models fulfill quality requirements prior to
continue with empirical inquiry (Urbach & Ahlemann, 2010). Subsequent
sections will dig into conventional standards and rules of thumb widely
applied by researchers to assess these models.

3.8.1 Measurement Model

As per the conclusions of Lewis et al., (2005), validation of a

reflective measurement model is accomplished by proving its internal
consistency, indicator reliability, convergent validity, and discriminant
validity in accordance with given norms:

Internal Consistency reliability: Typically, Cronbach's Alpha (CA)

is utilized to assess the uniformity of items within a measure. High CA values
suggest that items within a construct are consistent in scope and significance
(Cronbach, 1971). However, in the context of PLS algorithms, Composite

41
Reliability (CR) is preferred for evaluating the internal consistency of
measurement items (Chin, 1998b). While both CA and CR measure internal
consistency, CR is more suitable due to varying indicator loadings.
Conversely, CA might underrate the reliability of internal consistency as it
assumes uniform distribution of weights among indicators, a limitation
highlighted by Werts, Linn, & Jöreskog (1974). Both CR and CA values range
from 0 to 1, with higher values indicating greater reliability. Values ranging
from 0.60 to 0.70 are considered adequate for preliminary research, whereas
values between 0.70 and 0.90 are suitable for more advanced research. Values
exceeding 0.90, especially above 0.95, are generally not preferred as they
might indicate item redundancy, echoing similar queries (Hair et al., 2022).

Convergent Validity: In Partial Least Squares (PLS) analysis,

convergent validity measures how well items linked to the same construct
align, in contrast to items linked to different constructs (Urbach & Ahlemann,
2010). This is typically evaluated through the Average Variance Extracted
(AVE) metric. A construct is deemed to exhibit adequate convergent validity
when its AVE exceeds 0.5, as recommended by Fornell & Larcker (1981).

Indicator Reliability Analysis: This involves scrutinizing the

alignment between a set of variables and their intended measurement
objective (Urbach & Ahlemann, 2010). A common guideline, as suggested by
Hair et al. (2022), is that standardized outer loadings should be at least 0.708,
with 0.70 generally being a sufficient approximation. Indicators with loadings
between 0.40 and 0.70 may be considered for removal if it enhances internal
consistency reliability or convergent validity. Indicators with loadings below
0.4 are typically excluded (Bagozzi & Phillips, 1991; J. F. Hair et al., 2011).

The significance of these loadings can also be tested using resampling

methods like bootstrapping in SmartPLS software. Reinartz et al. (2009),
advise caution in removing indicators, recommending their exclusion only
when it significantly improves the construct's reliability.

42
 Discriminant validity Evaluation: Discriminant validity assesses
how distinctly a construct is differentiated from others in the model. The
Fornell-Larcker criterion is a common method for this, involving comparing
the square root of a construct’s AVE with its correlations to other constructs
(Fornell & Larcker, 1981). An indicator should load more highly on its own
construct than on others. However, Henseler et al. (2015) argue that simple
cross-loading analysis might not adequately detect significant discriminant
validity breaches. They propose using the Heterotrait-Monotrait Ratio
(HTMT) of correlations as a more accurate measure. HTMT estimates the true
correlation between two constructs, ideally not approaching 1, to maintain
discriminant validity.
Table 1 Summary Guidelines for Measurement Model Evaluation

Rule of thumb
Internal 0.6 < CA/CR < 0.7 (exploratory research)
consistency 0.7 < CA/CR < 0.9 (advanced research)
reliability CA/CR > 0.9 indicative of redundant items
CA/CR < 0.6 lack of internal consistency reliability

Indicator Indicator loadings are expected to exceed 0.708, though a loading of

reliability 0.70 is generally acceptable as being sufficiently close. Indicators
with loadings in the range of 0.4 to 0.7 might be considered for
exclusion based on specific conditions. Importantly, indicators
showing loadings below 0.4 are typically recommended for removal
due to low reliability.
Convergent The AVE > 0.5
validity
Discriminant Using the Fornell-Larcker criterion and an evaluation of cross-loadings,
validity the discriminant validity is assessed. It's essential that the square root of
the AVE of any given construct exceeds its highest correlation with any
other construct. For more accuracy in assessment, the Heterotrait-
Monotrait (HTMT) ratio method is recommended as an alternative.
3.8.2 Structural Model
Verifying the hypotheses outlined in the structural model is a critical
step, necessitating extensive validation of the model itself. This crucial phase,
which commences after confirming the measurement model's validity,
assesses how well the hypotheses are statistically supported, following the

43
guidelines set by Urbach & Ahlemann (2010).

A primary tool in this validation is the Coefficient of Determination,

known as R2. This metric measures the variance in an endogenous construct
that is explained by its predictors, serving as a gauge for the model's
explanatory power. R2 values, ranging from 0 to 1, with higher values
indicating more substantial explanatory capacity, must be interpreted in the
context of the specific study (Hair et al., 2022). The value's interpretation
should consider the complexity of the model and the number of predictors
involved, as more predictors generally lead to a higher R2.

Path Coefficients in the model represent the hypothesized links

between constructs. Their significance can be evaluated using standard
thresholds in a two-tailed test: 1.65 (10% significance level), 1.96 (5% level),
and 2.57 (1% level), to establish the significance of the relationships within
the model.

The model's predictive relevance is often measured using the Q2

value, derived via the blindfolding method. A Q2 value greater than zero
indicates that the model's components have predictive value for the dependent
constructs under investigation.

The effect size, indicated by the f2 value, assesses the impact of an

exogenous construct on an endogenous one. Values of 0.02, 0.15, and 0.35
indicate small, medium, and large effects, respectively, shedding light on the
magnitude of the model's impact.

Finally, the Variance Inflation Factor (VIF) is used to detect potential

collinearity among indicators in formative constructs. VIF values above 5
suggest notable collinearity issues, though concerns can arise with lower
values, around 3 (Becker et al., 2015). Optimal VIF values are generally
expected to be around 3 or lower.
Table 2: Concise Guidelines for the Assessment of Structural Models

44
Rule of thumb
R2 Value Evaluates the proportion of variance in an endogenous construct
attributed to its predictors. With a range from 0 to 1, values
closer to 1 suggest greater explanatory strength.
Path Coefficient Reflects the proposed associations between constructs. Notable
thresholds are set at 1.65 (indicating 10% significance), 1.96 (5%
significance), and 2.57 (1% significance).
Predictive relevance Measured by the blindfolding method, a Q2 value exceeding zero
indicates the model's ability to predict.
Effect size Assesses the influence of an exogenous construct on an
endogenous one. f2 values are categorized as 0.02 (small impact),
0.15 (medium impact), and 0.35 (large impact).
VIF Detects potential collinearity within formative construct indicators.
A VIF value above 5 points to significant collinearity, while
optimal VIF values should ideally be around or below 3.

45
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