Fashion Brand Sponsored Instagram Posts: Mediated by Trust
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
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Abstract
With the recent addition of Instagram ad labels for sponsored post, customers are aware of the Instagram account sponsored by a brand. In order to capitalize on the sponsored Instagram account, fashion brands need to construct and craft the sponsored Instagram posts as trusted sources. Grounded upon trust theories and persuasive message characteristics, this study examined the characteristics of Instagram posts that construct trust on the brand sponsored posts and positive responses towards the sponsored brand. The study found that argument quality of a post and post popularity were influential factors constructing persuasive posts in the sponsored Instagram posts. In addition, posts with these characteristics increased trust on the post and yielded positive responses towards the fashion brand. Fashion brands need to collaborate with Instagram influencers to post quality information and persuasive arguments that can be used as trusted sources by Instagram users.