Merchandising/Marketing/Retailing: Branding

Consumers' Narrative Transportation on Social Media: A Study of Instagram of Fashion Brands

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Abstract

As the world of fashion becomes more and more digital, fashion marketers consider digital content strategies in social media as a way to enhance brand experience and communication, creating a competitive advantage (Cowan, 2012). Despite its promising potential for competitive positioning, consumer behavior in this type of visual/image-focused social media-- has been understudied: How do visual/image messages work in consumer information processing? To address this question, this study proposes and tests a model of visual information processing within the context of a social media – Instagram. Specifically, focusing on the concept of narrative transportation as a psychological process involving consumer visual information processing, our model proposed that consumers’ perceptions of visual messages would help develop narrative transportation, which in turn creates affective responses and brand attitudes.

How to Cite:

Huang, R., Ha, S. & Park, J., (2015) “Consumers' Narrative Transportation on Social Media: A Study of Instagram of Fashion Brands”, International Textile and Apparel Association Annual Conference Proceedings 72(1).