Track

MMGT

Presentation Type

poster

Description

The current research explores the relationships between brand impression management and consumer engagement in Instagram. Specifically, two research questions were addressed: How does a brand utilize Instagram for online impression management? And how do consumers respond to it? Pictures posted by a fashion brand on its Instagram account function as a tool for brand impression management (Vilnai-Yavetz & Tifferet, 2015). A total of 100 pictures from a fashion brand Instagram page were coded and analyzed using a decision tree approach. Results revealed that visual elements of pictures on fashion brands' Instagram differentiated consumer engagement behavior with respect to making comments, adding emojis, putting likes, and sharing with others (word-of-mouth).

Share

COinS
 
Nov 9th, 12:00 AM

Mapping Consumer Engagement and Brand Impression Management in Instagram: A Decision Tree Approach

The current research explores the relationships between brand impression management and consumer engagement in Instagram. Specifically, two research questions were addressed: How does a brand utilize Instagram for online impression management? And how do consumers respond to it? Pictures posted by a fashion brand on its Instagram account function as a tool for brand impression management (Vilnai-Yavetz & Tifferet, 2015). A total of 100 pictures from a fashion brand Instagram page were coded and analyzed using a decision tree approach. Results revealed that visual elements of pictures on fashion brands' Instagram differentiated consumer engagement behavior with respect to making comments, adding emojis, putting likes, and sharing with others (word-of-mouth).

 

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.