Consumer Behavior

Brand Storytelling on Instagram: How Do Pictures Travel to Millennial Consumers' Minds?

Authors: Heejin Lim (University of Tennessee) , Michelle L. Childs (University of Tennessee)

Abstract

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.

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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).