TY - JOUR
T1 - The Role of Consumer Affect on Visual Social Networking Sites
T2 - How Consumers Build Brand Relationships
AU - Bashir, Aqsa
AU - Wen, Jing (Taylor)
AU - Kim, Eunice
AU - Morris, Jon D.
N1 - Publisher Copyright:
© 2018 American Academy of Advertising.
PY - 2018/5/4
Y1 - 2018/5/4
N2 - Visual social networking sites, such as Instagram, have become increasingly attractive for engaging consumers and building brand relationships. Despite this growing popularity, little is known about how visuals help consumers build brand relationships. Therefore, this study examines how consumers' perceptions of brand engagement on Instagram influence their affective response and build brand commitment with regard to consumers' three-dimensional emotional response—appeal, engagement, and empowerment. Findings suggest that consumers' emotional responses each contribute to consumers' brand commitment. Additionally, perceived entertainment and aesthetic values of brand posts were positively related to appeal; perceived belongingness to brands with engagement; and perceived mutuality with empowerment.
AB - Visual social networking sites, such as Instagram, have become increasingly attractive for engaging consumers and building brand relationships. Despite this growing popularity, little is known about how visuals help consumers build brand relationships. Therefore, this study examines how consumers' perceptions of brand engagement on Instagram influence their affective response and build brand commitment with regard to consumers' three-dimensional emotional response—appeal, engagement, and empowerment. Findings suggest that consumers' emotional responses each contribute to consumers' brand commitment. Additionally, perceived entertainment and aesthetic values of brand posts were positively related to appeal; perceived belongingness to brands with engagement; and perceived mutuality with empowerment.
UR - http://www.scopus.com/inward/record.url?scp=85045041470&partnerID=8YFLogxK
U2 - 10.1080/10641734.2018.1428250
DO - 10.1080/10641734.2018.1428250
M3 - Article
AN - SCOPUS:85045041470
SN - 1064-1734
VL - 39
SP - 178
EP - 191
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 2
ER -