Analysis of success on Instagram of Fake Out-Of-Home advertising
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Abstract
The aim of this article is to analyse the impact on the social network Instagram of Fake Out-Of-Home (FOOH) advertising. The research focused on five international brands that are active on Instagram and published FOOH campaigns between February 2023 and March 2024: El Corte Inglés, Jacquemus, JD Sports, L’Oréal Paris and Maybelline. The study used a quantitative methodology comprising, firstly, a statistical analysis of the information extracted from the brands’ Instagram profiles, including the number of posts, views and user interactions with content; and, secondly, content analysis of the mock ad creatives published on Instagram during the time frame covered by the study (N=25). The findings confirm that simulated digital advertising is an effective way to surprise users with creative content, as it increases visibility and interactions, thus generating more engagement.
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