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This research examined the effects of ambush marketing (yes/no), content presentation format (image/video), advertising time (6 sec/15 sec), and message delivery format (Story/post) on consumer attitude and purchase intention regarding a brand that engaged in ambush marketing on Instagram. Two experiments were conducted and ANOCOVA was performed. Experiment 1, which was conducted with 166 college students, indicated that in ambush marketing, the participants who observed a story had higher purchase intention and attitude toward the brand than did those who observed a post. Experiment 2, which was conducted with 164 people from the general population, indicated that 6-sec posts were more effective than 15-sec posts in enhancing consumer attitude toward a brand when the consumers were aware that the brand was an ambush marketing brand. Moreover, participants who were not exposed to ambush marketing exhibited higher purchase intention than did those exposed to ambush marketing. Companies that wish to ‘strategically’ leverage the benefits of being associated with a sporting event without officially paying sponsorship fees may consider using story messages on social media. Additionally, ambush marketing brand information can lead to negative perceptions regarding an ambush brand when the true status of the company as an ambush marketer is disclosed to consumers.

Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification