MANG6330: Instagram Advertising Impact on Fashion Brands in Bangkok

This research proposal investigates the impact of brand advertising on Instagram on the purchase intentions of millennial consumers toward fashion brands in Bangkok. The study aims to identify how informative, entertaining, irritable, and incentive-based advertising factors on Instagram affect consumer purchase decisions. It explores the influence of Instagram advertising on the purchase intention of fashion brands for Millennials in Bangkok. The research will employ a quantitative method with survey questionnaires to gather data and analyze the relationship between Instagram advertising and consumer behavior. The objectives include analyzing relevant literature, identifying key advertising factors, and recognizing the effectiveness of Instagram advertising on purchase intentions. The research contributes to filling gaps in existing studies by focusing on Instagram as a key platform for brand promotion and its impact on consumer purchase behavior. The findings will benefit companies in strategic planning, marketing budget allocation, and investors seeking to enhance sales through Instagram advertising. The report includes a literature review, conceptual framework, research methods, and a timetable for the study.