Mapping Consumer Engagement and Brand Impression Management in Instagram: A Decision Tree Approach
The current research explores the relationships between brand impression management and consumer engagement in Instagram. Specifically, two research questions were addressed: How does a brand utilize Instagram for online impression management? And how do consumers respond to it? Pictures posted by a fashion brand on its Instagram account function as a tool for brand impression management (Vilnai-Yavetz & Tifferet, 2015). A total of 100 pictures from a fashion brand Instagram page were coded and analyzed using a decision tree approach. Results revealed that visual elements of pictures on fashion brands' Instagram differentiated consumer engagement behavior with respect to making comments, adding emojis, putting likes, and sharing with others (word-of-mouth).