Be creative, my friend! Engaging users on Instagram by promoting positive emotions

Casaló, Luis V.; Flavián, Carlos; Ibáñez‐Sánchez, Sergio

doi:10.1016/j.jbusres.2020.02.014

Cited by 136 publications

(167 citation statements)

References 79 publications

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“…In addition, previous research into social networks (e.g. Facebook, Instagram) has successfully applied the framework to analyse customers' responses, taking brand posts on social networks as stimuli (Kim and Johnson, 2016;Casal o et al, 2021). In particular, Islam and Rahman (2017), based on the S-O-R model, investigated what motivates customers to engage in brand social networks.…”

Section: Theoretical Framework and Hypotheses Development 21 The Stimulusorganismresponse Modelmentioning

confidence: 99%

“…By its nature, Instagram is well suited to allow eco-friendly restaurants to visually display their food, atmosphere and facilities using pleasing and appealing content. As previous research has noted (Casal o et al, 2021), there is a need to explore the consequences of creative online communications on Instagram. Therefore, the present study aims to examine the process through which enjoyable and original restaurant posts on Instagram affect customer behaviours through their internal responses, that is, affective engagement aroused, based on the S-O-R (stimulusorganism-response) framework.…”

Section: Introductionmentioning

confidence: 99%

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Engaging consumers through firm-generated content on Instagram

Ballester

Ruiz

2021

SJME

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Purpose The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour. Design/methodology/approach The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram account. After validation of the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the stimuli-organism-response framework the authors posit that consumers’ perceptions of the enjoyment and originality of Instagram posts generate affective CE, which, in turn, influences customer behaviour. Findings The results showed that the perceived enjoyment and perceived originality of Instagram posts generated by an eco-friendly restaurant have a positive influence on affective CE, which, in turn, affects consumers’ recommendation behaviours, intention to follow the restaurant’s advice on Instagram and intention to revisit the restaurant. Originality/value This research provides novel insights into how the perceived enjoyment and originality of FGC posted on Instagram increases women’s affective engagement and expands knowledge of how affective CE might increase positive electronic word-of-mouth, intention to follow the restaurant’s advice and repurchase intentions.

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Section: Theoretical Framework and Hypotheses Development 21 The Stimulusorganismresponse Modelmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Engaging consumers through firm-generated content on Instagram

Ballester

Ruiz

2021

SJME

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“…Instagram is a social media platform created in 2010 for posting photos and videos, with the added functions of liking content and allowing interactions between users (Casaló et al , 2020). Instagram has made new features available over the years, such as allowing advertisements by users and companies, “stories”, and IGTV, aiming to increase users experience and keep them connected.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Antecedents and consequents of user satisfaction on Instagram

Mazzarolo

Mainardes

Innocencio

2021

MIP

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PurposeThe purpose of this research is to identify the antecedents and consequences of satisfaction when using Instagram. We also aim to verify if the intention to follow an account and interact with it positively influences the endorsed brand attitude, resulting in purchase intention on Instagram.Design/methodology/approachWe undertook primary data collection through a quantitative, descriptive and cross-sectional approach, applying a nonprobabilistic sampling method by convenience and accessibility. We conducted data collection by means of an online questionnaire, which gained 447 respondents. The data analysis technique was SEM-PLS.FindingsThe results indicated that utility, entertainment and socialization tend to predict user satisfaction when using Instagram, and this satisfaction tends to generate a following and interacting behavior with other users. The results also suggest that by establishing this continuous relationship with other users, there is a greater possibility of users endorsing the brands presented to them, which may lead to greater purchase intention.Research limitations/implicationsWe bring relevant information to companies for the development of virtual engagement, allowing them to better develop a strategy for reaching new Instagram followers by analyzing their behavior.Originality/valueThe study expands the field of uses and gratifications (U&G) theory in the use of Instagram, using antecedents of satisfaction. In relation to consequences, this study includes in the model a commercial base in terms of endorsed brand attitude and purchase intention.

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“…Casaló et al (2020) demonstrated that perceived originality positively affects the behavioral intentions of Instagram users via the mediation of opinion leadership. Casaló et al (2021) found that positive emotion played a notable role in inducing greater affective commitment of Instagram users to brand accounts. Casaló et al (2017) reported that perceived originality positively affected intention of Instagram users by increasing perceived hedonism.…”

Section: Literature On Instagrammentioning

confidence: 97%

Exploration of the Relationships Among Narcissism, Life Satisfaction, and Loneliness of Instagram Users and the High- and Low-Level Features of Their Photographs

2021

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We examined the associations between the characteristics of Instagram users and the features of their photographs. Narcissism, life satisfaction, and loneliness were employed for user variables and the features at high- (content) and low-levels (pixel) were employed to analyze the Instagram photographs. An online survey was conducted with 179 university students, and their Instagram photographs, 25,394 in total, were collected and analyzed. High-level features were extracted using Computer Vision and Emotion Application Programming Interfaces (APIs) in Microsoft Azure Cognitive Services, and low-level features were extracted utilizing the program written by the authors. The results of correlation analysis indicate that narcissism, life satisfaction, and loneliness were significantly associated with a part of photograph features at high- and low-levels. The results of the predictive analysis suggest that narcissism, loneliness in total, and social loneliness could be predicted with acceptable accuracy from Instagram photograph features, while characteristics such as life satisfaction, family loneliness, and romantic loneliness could not be predicted. Implications of this research and suggestions for further research were presented.

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Be creative, my friend! Engaging users on Instagram by promoting positive emotions

Cited by 136 publications

References 79 publications

Engaging consumers through firm-generated content on Instagram

Engaging consumers through firm-generated content on Instagram

Antecedents and consequents of user satisfaction on Instagram

Exploration of the Relationships Among Narcissism, Life Satisfaction, and Loneliness of Instagram Users and the High- and Low-Level Features of Their Photographs

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