Consumer Behavior

Put Faces to Your Instagram Posts. Elements for a Fashion Brand’s Social Media Images to Help Overcome the “Algorithm”

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Abstract

The difficulties of the everchanging algorithm have marketers and researchers questioning what makes an image impressionable for brands? To explore the research, we first developed the semantic likability scale by selected eight highly popular Instagram images in the past two years from the three most popular athleisure/outdoor brands profiles on a U.S. university campus (for a total of 24 images). Collectively the research finding suggests people are the content that may navigate the congestion of image likability on Instagram. Therefore, brands should post images of influencers ensuring their faces are not obscured or hidden. Also, this research showcases that race and ethnicity do not decrease the evaluation of an image’s likability; on the contrary, brands Instagram feeds should showcase the array of people is significant for brand impressions on Instagram.

Keywords: Brand impression management, consumer behavior

How to Cite:

Joseph, N. A., Son, J. & McCracken, V., (2019) “Put Faces to Your Instagram Posts. Elements for a Fashion Brand’s Social Media Images to Help Overcome the “Algorithm””, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.10232