The Effect of Narcissism on Attitude to Instagram Advertisements: Focusing on Generation MZ

Abstract

This study tries, with the relationship between narcissism, attitude to Instagram advertisements, and attitude to products among those of Generation MZ who are high in narcissism. First, this study examines the effect of narcissism on susceptibility to informational influence, impulse buying tendency, and openness to experience, the effects of them on attitude to Instagram advertisements and attitude to products, finally, mediating effects of them. This study conducted an online survey to 248 Instagram users among those of Generation MZ and analyzed the data using SPSS 2.1. It was found that narcissism has positive (+) effect on susceptibility to informational influence, impulse buying tendency, and openness to experience, and that susceptibility to informational influence, impulse buying tendency, and openness to experience have positive (+) effects on attitude to Instagram advertisements and attitude to products. The mediating effects of susceptibility to informational influence and impulse buying tendency were also identified. However, openness to experience was found not to have such a mediating effect.