Track

MVP

Presentation Type

Oral Presentation

Description

This study examines how visual perspective in the image (visual perspective: first-person vs. third-person) of a brand post creates consumption imagery (imagery fluency) and consumption imagery acts as the underlying mechanism that drives attitudinal and relational outcomes on Instagram. Our results reveal that a first-person visual perspective on brand post increases viewer's imagery fluency more than a third-person visual perspective (H1). This imagery fluency enhances consumers' self-brand connection (H2a), attitude toward a brand's Instagram (H2b), and intention to extended information search (H2c). Additionally, the effect of visual perspective on self-brand connection (H3a), attitude toward a brand's Instagram (H3b), and intention to extended information search (H3c) are mediate by imagery fluency. This study contributes to the existing literature in the area of brand marketing and social media and offers practical insights by showing the importance of visual perspective in leading the success of a visual strategy.

Share

COinS
 
Jan 1st, 12:00 AM

"I" or "She"? The impact of visual perspectives on creation of consumption imagery on Instagram

This study examines how visual perspective in the image (visual perspective: first-person vs. third-person) of a brand post creates consumption imagery (imagery fluency) and consumption imagery acts as the underlying mechanism that drives attitudinal and relational outcomes on Instagram. Our results reveal that a first-person visual perspective on brand post increases viewer's imagery fluency more than a third-person visual perspective (H1). This imagery fluency enhances consumers' self-brand connection (H2a), attitude toward a brand's Instagram (H2b), and intention to extended information search (H2c). Additionally, the effect of visual perspective on self-brand connection (H3a), attitude toward a brand's Instagram (H3b), and intention to extended information search (H3c) are mediate by imagery fluency. This study contributes to the existing literature in the area of brand marketing and social media and offers practical insights by showing the importance of visual perspective in leading the success of a visual strategy.

 

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.