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Journal of Promotional Communications

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Published

2018-04-20

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Vol. 6 No. 1 (2018)

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Exploring Visual Brand-Related Electronic Word-of-Mouth on Instagram

Shanna Serrano

Bournemouth University

Tauheed Ramjaun

Abstract

This study explored the factors influencing consumer engagement with visual brand-related electronic word-of-mouth (eWOM) on Instagram. While eWOM has been the subject of growing interest in the literature, there has been limited research that has focused solely on the visual aspect of eWOM messages. A qualitative approach was adopted whereby data collection methods involved eight in-depth interviews (including photo elicitation techniques) with regular users of Instagram – a photo-sharing social media platform that has risen in popularity during recent years. This study found that there were both content-focused antecedents (presentation of focal point, authenticity, source attractiveness and colour) and source-focused antecedents (status, online homophily and character narrative) to visual eWOM which could led to high or low consumer engagement mediated by normative influence. Implications for brand owners are discussed and recommendations are made as to how brands can better influence high consumer engagement on such visually dominant social media platforms

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