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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