Why Instagram? The Role of Telepresence and Transportation in Visual Content Marketing

This experimental study focuses on the effects of a type of image on story construction and how consumers are transported to a branded photo narrative, which is expected to engender attitudinal change and relational outcomes. In addition, this study aimed to discover the mediating role of telepresence, the extent to which a consumer feels present in the mediated environment, on the relationship between a brand\u27s photo-type and the level of consumers\u27 transportation. This experimental study found that respondents who were exposed to the story-focused stimuli reported greater levels of transportation compared to respondents exposed to the product-focused stimuli and that telepresence mediates the relationship between photo-type (story vs. product-focused) and transportation. Lastly, findings indicate that transportation predicts consumers\u27 positive change in attitude towards the brand and self-brand connection. Theoretical and managerial implications will be presented based on findings of this study

Fashion Philanthropy and Customer Collaboration for Millennial Consumers: The Case of TOMS

TOMS Shoes (TOMS) was founded based on the company’s philanthropic mission that delivers a pair of shoes to a person in need with each purchase. The TOMS’s business model is distinct from previous models of corporate social responsibility in that TOMS takes philanthropy as the nucleus of their business, and involves its customers as core execution partners of philanthropic giving

Does This Bag Make Me Look Good? The Impact of Post-Consumption Emotions on Re-Purchase Intention of Counterfeit Luxury Products

Individuals often consume products as a means of expressing themselves to those they interact with. Previous studies demonstrate that consumers use branded products to enhance their self-identity, highlight individuality, and increase social approval. (Geiger-Oneto et al., 2013), which is evident particularly in luxury consumption behavior (Vigneron & Johnson, 1999). As previous studies focused on examining predictors of luxury purchase intention (e.g., Bian & Forsythe, 2012), this study is interested in how consumers\u27 post-purchase emotions influence their intention of re-purchasing a luxury counterfeit. In addition, this study proposes that the effects of goal incongruence on aroused emotions are contingent upon the agent who causes the emotions (i.e., self, others) This study adopts emotion theory and appraisal theories as conceptual framework to examine a study phenomenon of interest. Our findings demonstrated that different post-consumption emotions are generated differently depending on the causation agent. Results, discussion and implications are presented

I or She ? The impact of visual perspectives on creation of consumption imagery on Instagram

This study examines how visual perspective in the image (visual perspective: first-person vs. third-person) of a brand post creates consumption imagery (imagery fluency) and consumption imagery acts as the underlying mechanism that drives attitudinal and relational outcomes on Instagram. Our results reveal that a first-person visual perspective on brand post increases viewer\u27s imagery fluency more than a third-person visual perspective (H1). This imagery fluency enhances consumers\u27 self-brand connection (H2a), attitude toward a brand\u27s Instagram (H2b), and intention to extended information search (H2c). Additionally, the effect of visual perspective on self-brand connection (H3a), attitude toward a brand\u27s Instagram (H3b), and intention to extended information search (H3c) are mediate by imagery fluency. This study contributes to the existing literature in the area of brand marketing and social media and offers practical insights by showing the importance of visual perspective in leading the success of a visual strategy

\u27I just want a shirt that will fit me!\u27: An inductive approach to understanding transgender consumers\u27 shopping experiences

Transgender consumers are often unable to express their identity or construct their appearance in the way they desire. Social realities inhibit realness, and it can be difficult or even impossible for them to externally realize their full identity (Gray 2009). The purpose of this research is to understand how transgender consumers’ gender identity influences their shopping experiences. Utilizing a lens of gender performativity theory, the research questions guiding the study include the following: (1) In what ways do transgender and gender non-conforming individuals experience the current retail apparel landscape? (2) How do transgender individuals navigate experience shopping for clothing and grooming products? (3) How does the shopping experience exacerbate or alleviate gender dysphoria? Ethnographic and survey methods were used to gain understanding into the shopping behaviours of these consumers. Additionally, the researchers identified × themes through thematic analysis and several rounds of coding (1) gendered and clothing, (2) positive experiences, (3) the body, fit and sizing and (4) accessibility to clothing and fashion

Can Fear Stop Animal Cruelty in Fashion Industry? The Effect of Negative Arousal in a Nonprofit Organization’s Social Media Campaigns

This study focuses on the issue of animal cruelty which is a relatively under-investigated topic in the fashion industry and aims to investigate how different levels of animal cruelty depicted in nonprofit organizations’ ethical consumption campaigns translate into viewers’ negative emotions and lead to supportive behavior and ethical consumption intention

Instagram As a Search Engine: Can Browsers Convert to Shoppers?

The progressive popularity of visual-focused social media such as YouTube and Instagram has developed consumers\u27 use of these channels as information search engines, while common outlets such as AOL, Bing, and Yahoo! become a less attractive approach. This study aims to identify indicators of Instagram\u27s content quality and system quality to develop a research model that depicts consumers\u27 experience of social media as a search engine. We adopt the theory of flow as a theoretical framework, and investigate how consumers\u27 flow experience in information search on Instagram converts browsers into shoppers with intention to purchase. By conducting an online survey, the results of analyzing 200 responses supported that visual aesthetics, textual information, and interactivity influenced flow experience. Thus, findings from this study demonstrated the effectiveness of social media, in particular Instagram, as a search engine, and the importance of flow experience in consumers\u27 conversion into potential shoppers. Theoretical and managerial implications are discussed