Brand Storytelling on Instagram: How Do Pictures Travel to Millennial Consumers' Minds?
This study examines how a brand story in a pictorial form only creates mental stimulation and travels in a viewer's psychological mechanism. Specifically, through experimental manipulation, this study examines how different types of pictorial narratives (i.e., story-focused vs. product-focused) influence transportation of a brand story, which, then, enhances attitudinal and relational outcomes on Instagram. Results demonstrate that story-focused images created greater levels of transportation compared to product-focused images. Transportation enhanced attitudes towards a brand's Instagram, brand evaluation, and self-brand connection, and these relationships were mediated by positive emotional responses.
How to Cite:
Lim, H. & Childs, M. L., (2016) “Brand Storytelling on Instagram: How Do Pictures Travel to Millennial Consumers' Minds?”, International Textile and Apparel Association Annual Conference Proceedings 73(1).