Consumer Behavior

Instagram Captions Matter. How Regulatory Fit Relates to Consumer Interactions and Brand Evaluations on Social Media.

Authors: NIgel AR Joseph (Washington State University) , Jihyeong Son (Washington State University) , Vicki McCracken (Washington State University)

Abstract

]This research explored how consumers’ enthusiasm for interacting with fashion brands on Instagram affects their brand evaluations. More specifically, this research integrated consumer equity with the regulatory orientation theory to explore how chronic regulatory fit influences the relationship between interactions and brand evaluations. A total of 394 university students completed the questionnaire after interacting with the 12 selected images. The findings show that Instagram likes are increased by creating a regulatory fit “feels right” reaction in post messages. This fit could be achieved by (a) matching regulatory- focused posts with the consumer’s chronic regulatory orientation or (b) matching passive or active usage behaviors with the chronic regulatory orientation.

Keywords: Customer Lifetime Value

How to Cite: Joseph, N. A. , Son, J. & McCracken, V. (2019) “Instagram Captions Matter. How Regulatory Fit Relates to Consumer Interactions and Brand Evaluations on Social Media.”, International Textile and Apparel Association Annual Conference Proceedings. 76(1). doi: https://doi.org/10.31274/itaa.10233