Track

MB

Presentation Type

Event

Description

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.

Share

COinS
 
Nov 12th, 12:00 AM

Consumers' Narrative Transportation on Social Media: A Study of Instagram of Fashion Brands

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.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.