ADVERTISING VALUE OF INSTAGRAM STORIES AND THE EFFECTON MILLENNIAL'S ATTITUDE

This study begins to measure millennial consumer’s attitude of Instagram Stories ads on a sample of Denpasar & Badung Millennials. Collecting the data was using an online survey among 100 millennials. Hypothesizes were the antecedents on advertising value, which were informativeness, entertainment, irritation and credibility; the advertising value; and the last was the attitude towards the Instagram stories ads. The research model was estimated using Partial Least Squares. Results show Credibility and Entertainment were the strongest predictors, with Informativeness in third place. The irritation has a significant negative effect to the advertising value. This indicates the advertiser should create a credible and enjoyable visual to targeting the millennial. Millennials tend to ignore traditional advertising formats. Meanwhile, they are heavy users of Social Networking Sites, especially Instagram. This research presents the first empirical estimation of the Ducoffe model of Advertising Value in the Instagram stories, and the sample is Millenials in Denpasar and Badung (Indonesia). Our research results have relevant implications for brands targeting Millennials through Instagram stories ads.