Be creative, my friend! Engaging users on Instagram by promoting positive emotions
By Luis Vicente Casaló, Carlos Flavián, Sergio Ibáñez-Sánchez. Journal of business research, 2020
209 citations recorded by the source corpus.
Abstract Instagram is emerging as the most influential social network; this phenomenon is especially apparent in the fashion industry. Fashion brands are launching creative campaigns on Instagram to engage their followers. The present study aims to increase the understanding of followers’ engagement by analyzing the consequences of brand publications on Instagram. Taking as a basis the S-O-R framework, brand publications (stimulus) may generate perceptions of creativity and positive emotions in their followers (organism) which, in turn, may influence their affective commitment and interaction intentions (response). Our results, based on data collected from 808 followers of an Instagram fashion brand account, analyzed using structural equation modeling, confirmed that perceived creativity is a crucial aspect of Instagram. In addition, positive emotions and affective commitment act as partial mediators in the relationship between perceived creativity and interaction intentions. These results have interesting implications for both the fashion industry and content generation on Instagram.
Subfields: Information Systems and Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/dcd76fbc9bf49ab0826db386c53d588fde3af638
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Information Systems and Management
In Sociology and Political Science
Citations in the corpus
- ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry (2020, methodology): “Research applying the S-O-R model in the context of Instagram is scarce (Casaló et al., 2020; Handayani et al., 2018).”