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

Abstract

<p>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.</p>