Persuasive brand messages in social media: A mental imagery processing perspective

Ha, Sejin; Huang, Ran

doi:10.1016/j.jretconser.2019.01.006

Cited by 46 publications

(32 citation statements)

References 49 publications

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“…More recently, as technology has created new interactive experiences, new types of imagery-evoking tools have emerged. These include digital games, mobile advertisements, virtual models that enable online shoppers to "try-on" products and three-dimensional product or store visualization (Ha et al, 2019).…”

Section: Mental Imagerymentioning

confidence: 99%

Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery

Gavilán

Avello

2020

SAGE Open

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This research provides evidence of the role played by a brand in the stimulation of mental imagery. We anticipate that a familiar (vs. unfamiliar) brand will evoke higher levels of visual mental imagery in the consumer. In addition, if the consumer exhibits favorability toward the brand, the visual mental imagery evoked will be enhanced. Therefore, we provide evidence of the moderating role of brand favorability in the relationship between brand familiarity and visual mental imagery. Our findings suggest that brands are evocative and are able to enhance (or reduce) information processing and, thus, the generation of visual mental images that we name “brand-evoked mental imagery.” The results contribute to the literature on branding and mental imagery and have several practical implications for marketers.

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Section: Mental Imagerymentioning

confidence: 99%

Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery

Gavilán

Avello

2020

SAGE Open

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“…With visual and aesthetic components, Instagram has emerged as a useful tool for brands in fashion, design, travel, hospitality, retail, and more (Dias et al 2020). According to a study from Ha et al, (2019) results showed that two dimensions of mental imagery have a positive effect on the quality and elaboration towards a brand's social network service. The platform offers an advantage applying a visual strategy that provides the capacity for greater user involvement while reaching a much larger and responsive audience at a lower cost (Phua et al, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

“…They have started to focus more on communication and demonstrating what their values are (Dhanesh & Duthler, 2019). This form of marketing helps the brand and influencer remain relevant and popular with its customers and followers (Ha et al, 2019). Within this research, stakeholders such as the users, brands, marketing agencies, and influencers will understand this form of marketing's positive and negative aspects (Dias et al, 2020).…”

Section: Importance Of Researchmentioning

confidence: 99%

Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing

Francisco¹,

Fardos²,

Bhatt³

et al. 2021

IJMS

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The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects of life globally, most notably our relationship with the internet and social media platforms. People are online more than ever before, working and attending school from home and socializing with friends and family via video conferencing. Marketers and brands have been forced to adapt to a new normal and, as a result, have shifted their brand communication and marketing mix to digital approaches. Hence, this study aims to examine the shift of influencer marketing on Instagram during this period and the possible future implications. By employing an online survey for exploratory research, individuals answered questions addressing their perceptions about the impact of the pandemic, brands and influencers’ relationship, and the overall changes made in marketing strategy.

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“…Early experimental studies have also found that mental imagery processing can effectively stimulate positive emotions (Kim and Lennon, 2008). A recent study by Ha et al (2019) investigated and found a significant positive effect of mental imagery on consumers' positive emotions. Similarly, when the information presented online related to smartwatches is processed by consumers as new features, excellent quality, and a cool appearance through mental imagery, corresponding emotions associated with such imagery are automatically activated, thereby generating positive emotional experiences or responses.…”

Section: Mental Imagery Affecting Perceived Social Risk Positive Emomentioning

confidence: 99%

Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism–Collectivism

Wang

Liu

et al. 2020

Front. Psychol.

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The main objective of this study was to investigate how and when online product presentation influences individual purchase intention of wearable devices in China. This study hypothesized that online product presentation would influence individual mental imagery, which, in turn, would impact purchase intention through perceived social risk and positive emotion, but this effect would be moderated by individualismcollectivism value at the individual level. We performed a laboratory experiment (2 × 2) to collect the data (N = 254). The experimental results indicated that there was a significant interaction effect between the product feature presentation video and usage scenario presentation picture on mental imagery. In addition to a direct effect, mental imagery had an indirect effect on purchase intention through perceived social risk and positive emotion. Additionally, the behavioral effect of perceived social risk was moderated by individualism-collectivism. Specifically, compared with individualists, perceived social risk had a stronger impact on collectivists' purchase intention. This study contributes to a greater understanding of the mechanism through which online product presentation drives purchase intention, with a particular emphasis on how individualism-collectivism value at the individual level moderates consumers' intention to purchase wearable devices.

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Persuasive brand messages in social media: A mental imagery processing perspective

Cited by 46 publications

References 49 publications

Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery

Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery

Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing

Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism–Collectivism

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