Track

CB

Presentation Type

Poster

Description

This study attempts to investigate the effect of visual storytelling on VIP emotions in luxury fashion brands’ social media communication and how the effect interacts with different presentation modes such as high- and low-levels of ephemerality (i.e., Instagram Stories mode vs Instagram regular posts, respectively).

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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Jan 1st, 12:00 AM

Chanel’s Invitation to Backstage: The Effects of Visual Storytelling and Content Ephemerality on VIP emotions

This study attempts to investigate the effect of visual storytelling on VIP emotions in luxury fashion brands’ social media communication and how the effect interacts with different presentation modes such as high- and low-levels of ephemerality (i.e., Instagram Stories mode vs Instagram regular posts, respectively).

 

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