How Instagram content affects brand attitudes and behaviour

Ming (Bryan) Wang and Valerie K. Jones
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Ming (Bryan) Wang: University of Nebraska-Lincoln, USA
Valerie K. Jones: University of Nebraska-Lincoln, USA

Journal of Digital & Social Media Marketing, 2017, vol. 5, issue 2, 175-188

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2017:v:5:i:2:p:175-188

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