Why Instagram? The Role of Telepresence and Transportation in Visual Content Marketing

dc.contributor.author	Lim, Heejin
dc.contributor.author	Childs, Michelle
dc.date	2018-10-19T22:35:03.000
dc.date.accessioned	2020-06-30T05:40:53Z
dc.date.available	2020-06-30T05:40:53Z
dc.date.issued	2017-01-01
dc.description.abstract	<p>This experimental study focuses on the effects of a type of image on story construction and how consumers are transported to a branded photo narrative, which is expected to engender attitudinal change and relational outcomes. In addition, this study aimed to discover the mediating role of telepresence, the extent to which a consumer feels present in the mediated environment, on the relationship between a brand's photo-type and the level of consumers' transportation. This experimental study found that respondents who were exposed to the story-focused stimuli reported greater levels of transportation compared to respondents exposed to the product-focused stimuli and that telepresence mediates the relationship between photo-type (story vs. product-focused) and transportation. Lastly, findings indicate that transportation predicts consumers' positive change in attitude towards the brand and self-brand connection. Theoretical and managerial implications will be presented based on findings of this study.</p>
dc.identifier	archive/lib.dr.iastate.edu/itaa_proceedings/2017/presentations/28/
dc.identifier.articleid	2235
dc.identifier.contextkey	11664887
dc.identifier.s3bucket	isulib-bepress-aws-west
dc.identifier.submissionpath	itaa_proceedings/2017/presentations/28
dc.identifier.uri	https://dr.lib.iastate.edu/handle/20.500.12876/51855
dc.relation.ispartofseries	International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream	archive/lib.dr.iastate.edu/itaa_proceedings/2017/presentations/28/CB_Lim_Why_20Instagram.pdf\|\|\|Fri Jan 14 23:09:45 UTC 2022
dc.subject.disciplines	Fashion Business
dc.subject.disciplines	Fashion Design
dc.subject.disciplines	Fiber, Textile, and Weaving Arts
dc.title	Why Instagram? The Role of Telepresence and Transportation in Visual Content Marketing
dc.type	event
dc.type.genre	event
dspace.entity.type	Publication
relation.isSeriesOfPublication	5d0f3f8c-2190-47b2-bb58-b59e2d1740d5

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