As the world of fashion becomes more and more digital, fashion marketers consider digital content strategies in social media as a way to enhance brand experience and communication, creating a competitive advantage (Cowan, 2012). Despite its promising potential for competitive positioning, consumer behavior in this type of visual/image-focused social media-- has been understudied: How do visual/image messages work in consumer information processing? To address this question, this study proposes and tests a model of visual information processing within the context of a social media – Instagram. Specifically, focusing on the concept of narrative transportation as a psychological process involving consumer visual information processing, our model proposed that consumers’ perceptions of visual messages would help develop narrative transportation, which in turn creates affective responses and brand attitudes.