Brand Storytelling on Instagram: How Do Pictures Travel to Millennial Consumers' Minds?

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2016-11-08
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Lim, Heejin
Childs, Michelle
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

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This study examines how a brand story in a pictorial form only creates mental stimulation and travels in a viewer's psychological mechanism. Specifically, through experimental manipulation, this study examines how different types of pictorial narratives (i.e., story-focused vs. product-focused) influence transportation of a brand story, which, then, enhances attitudinal and relational outcomes on Instagram. Results demonstrate that story-focused images created greater levels of transportation compared to product-focused images. Transportation enhanced attitudes towards a brand's Instagram, brand evaluation, and self-brand connection, and these relationships were mediated by positive emotional responses.

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