Impact of Instagram Advertising on Brand Awareness Among College Students

Author

N. SAI NAGA SASANK, DR. Y. SURYANARAYANA MURTHY


Abstract

 Instagram has emerged as a significant advertising platform for reaching college students through sponsored posts, Stories, Reels, influencer promotions, and other visual formats. This is a study examining the impact of Instagram advertising on brand awareness among college students for advertising exposure, visual attractiveness, informativeness, relevance, engagement, repeated exposure, influencer promotions, brand recognition, brand recall and brand familiarity. This research is a quantitative descriptive cross-sectional research design based on 100 coded responses collected through a questionnaire. Instagram advertising is treated as the independent variable, while brand awareness is considered the dependent variable. In the substantive section, there are 20 items classified on a five-point Likert scale. Frequencies and percentages of the characteristics of respondents and response patterns, while composite mean scores, Cronbach’s alpha, and Pearson correlation will be used to examine the study variables. The data reveals positive overall attitudes towards Instagram marketing and brand recognition. The Instagram advertising composite mean is 3.72 (SD = 0.96), the brand awareness composite mean is 3.83 (SD = 0.94), and the overall 20-item mean is 3.78 (SD = 0.94). Pearson correlation shows a very strong positive relationship of Instagram marketing effectiveness with brand awareness (r = .97, p < .001).



Keywords

Instagram advertising; Brand awareness; College students; Social media advertising; Engagement; Brand recognition; Brand recall



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