Table VII.

Summary of results, hypotheses testing and findings

HypothesisFormulationResultPractical findings
H1aAd attitude
Instagram Stories > Facebook Wall		SupportedAttitude toward ads is higher in Instagram Stories than in Facebook Wall and Instagram Wall
H1bAd intrusiveness
Facebook Wall > Instagram Stories		Not supported (opposite effect)Intrusiveness perception toward ads is higher in Instagram Stories than in Facebook Wall and Instagram Wall
H1cAd loyalty intentions
Instagram Stories > Facebook Wall		Not supportedPlease see H2c, H3c and post hoc c
H2aH1a is higher for millennials than for non-millennialsNot supportedPlease see H1a
H2bH1b is higher for millennials than for non-millennialsSupportedAd intrusiveness in different social media depends on age. In particular, millennials perceive ads on Facebook Wall as more intrusive
H2cH1c is higher for millennials than for non-millennialsSupportedLoyalty toward ads in different social media depends on age. In particular, millennials are more loyal to ads in Instagram Wall
H3aH1a is higher for women than for menNot supportedPlease see H1a
H3bH1b is higher for women than for menNot supportedPlease see H1b and H2b
H3cH1c is higher for women than for menSupportedLoyalty toward the ad in different social media depends on gender. In particular, men are more loyal to ads in Facebook Wall
Post hoc aH1a is simultaneously affected by age and genderNot supportedPlease see H1a
Post hoc bH1b is simultaneously affected by age and genderNot supportedPlease see H1b and H2b
Post hoc cH1c is simultaneously affected by age and genderSupportedLoyalty toward ads is influenced by the interaction between social media format, age, and gender. Facebook Wall increases loyalty among non-millennial men. Instagram Wall increases loyalty among millennials of both genders. Instagram Stories increases loyalty among millennials of both genders and non-millennial women
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