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How Instagram content affects brand attitudes and behaviour
Journal of Digital & Social Media Marketing,
5
(2),
175-188
(2017)
Abstract
This paper examines the effectiveness of communication on Instagram, a type of visual social networking site, by the US Transportation Security Administration (TSA). Results show that the TSA's Instagram account elicited stronger emotional reactions than a private consumer product business Instagram account. More importantly, perceived usefulness of content, perceived persuasive intent of content and negative emotions all affected attitudes toward the TSA. Additionally, perceived usefulness of content and negative emotions also influenced communicative action regarding the TSA account. Findings demonstrate the emotional impact of visual communication and the role of both cognitive and affective evaluations in changing attitudes and behaviour regarding a government agency.
Keywords: Instagram; social media; content strategy; emotion; political marketing; brand attitude
The full article is available to subscribers to the journal.
Author's Biography
Ming (Bryan) Wang holds a Ph.D. in mass communication from the University of Wisconsin-Madison and researches the impact of new communication technologies – such as social media, virtual reality, and artificial intelligence – on advertising, public relations, health communication and political communication. His research has been published in leading communication journals such as Journal of Communication, Communication Research and Social Marketing Quarterly.
Valerie K. Jones holds a PhD from the University of Nebraska-Lincoln (UNL) and is Associate Professor of Advertising and Public Relations at the UNL. Her curiosity about what is next fuelled an award-winning career at agencies from San Francisco to Chicago, the creation of her own digital marketing consultancy and finally a move to academia. She brings 20 years of expertise in integrated marketing communications, branding, digital media strategy and analytics from Starcom, Fox Interactive, IBM and her consultancy into her research and teaching. A co-editor of a two-volume book set from Praeger Publishing titled The New Advertising, her research is focused around the intersection of digital media, innovation and culture.
