Fashion Brand Sponsored Instagram Posts: Mediated by Trust

dc.contributor.author Tanoff, Lindsey
dc.contributor.author Yang, Kiseol
dc.contributor.author Kim, HaeJung
dc.date 2019-02-01T10:04:05.000
dc.date.accessioned 2020-06-30T05:43:52Z
dc.date.available 2020-06-30T05:43:52Z
dc.date.issued 2018-01-01
dc.description.abstract <p>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.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2018/presentations/88/
dc.identifier.articleid 3319
dc.identifier.contextkey 13620165
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2018/presentations/88
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/52274
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2018/presentations/88/Fashion_Brand_Sponsored.docx|||Sat Jan 15 02:17:17 UTC 2022
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2018/presentations/88/auto_convert.pdf|||Sat Jan 15 02:17:18 UTC 2022
dc.subject.disciplines E-Commerce
dc.subject.disciplines Fashion Business
dc.title Fashion Brand Sponsored Instagram Posts: Mediated by Trust
dc.type event
dc.type.genre oral
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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