Consumer Behavior

Chanel’s Invitation to Backstage: The Effects of Visual Storytelling and Content Ephemerality on VIP emotions

Authors: Heejin Lim (University of Tennessee) , Michelle L. Childs (University of Tennessee, Knoxville) , Leslie Cuevas (University of Tennessee, Knoxville) , Jewon Lyu (University of Tennessee, Knoxville)

Abstract

This study attempts to investigate the effect of visual storytelling on VIP emotions in luxury fashion brands’ social media communication and how the effect interacts with different presentation modes such as high- and low-levels of ephemerality (i.e., Instagram Stories mode vs Instagram regular posts, respectively).

Keywords:

How to Cite: Lim, H. , Childs, M. L. , Cuevas, L. & Lyu, J. (2018) “Chanel’s Invitation to Backstage: The Effects of Visual Storytelling and Content Ephemerality on VIP emotions”, International Textile and Apparel Association Annual Conference Proceedings. 75(1).