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