東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

How Visual Communication Strategies,...

Zhou, Lijie.

Linked to FindBook

Google Book

Amazon

博客來

How Visual Communication Strategies, Brand Familiarity, and Personal Relevance Influence Instagram Users' Responses to Brand Content.

Record Type:	Electronic resources : Monograph/item
Title/Author:	How Visual Communication Strategies, Brand Familiarity, and Personal Relevance Influence Instagram Users' Responses to Brand Content./
Author:	Zhou, Lijie.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
Description:	150 p.
Notes:	Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.
Contained By:	Dissertation Abstracts International79-01A(E).
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10620250
ISBN:	9780355215724

How Visual Communication Strategies, Brand Familiarity, and Personal Relevance Influence Instagram Users' Responses to Brand Content.
Zhou, Lijie.

How Visual Communication Strategies, Brand Familiarity, and Personal Relevance Influence Instagram Users' Responses to Brand Content. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 150 p.

Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.

Thesis (Ph.D.)--The University of Southern Mississippi, 2017.

This study comprehensively investigated the effects of visual themes, visual perspective, personal relevance, and brand familiarity on brand constructions (attitude-toward-brand, brand love, brand respect, and three dimensions of brand image) on Instagram. The study consists of two parts. In Study 1, the main and interaction effects of visual design elements on individuals' visual attentions, brand recognition, and attitude toward brands were examined by using a 4 (visual theme: customer-centric, employee-centric, product-centric, and non-branded) x 2 (view perspective: first-person view vs. third-person view) between-subject eye-tracking test. In Study 2, a 4 (visual theme: customer-centric, employee-centric, non-brand, and product-centric) x2 (brand familiarity: familiar vs. unfamiliar) x 2 (view perspective: first-person view vs. third-person view) x 2 (personal relevance: high vs. low) mixed between- and within-factorial design was used to test the influences of visual and intellectual content on participants' reactions to brand constructions on Instagram. The roles of two moderators, personal relevance and brand familiarity, were also tested.

ISBN: 9780355215724Subjects--Topical Terms:

2144804
Mass communication.

How Visual Communication Strategies, Brand Familiarity, and Personal Relevance Influence Instagram Users' Responses to Brand Content.
LDR:03104nmm a2200325 4500 001 2157878
005 20180608141653.5
008 190424s2017 ||||||||||||||||| ||eng d
020 $a 9780355215724
035 $a (MiAaPQ)AAI10620250
035 $a (MiAaPQ)southernmiss:10536
035 $a AAI10620250
040 $a MiAaPQ $c MiAaPQ
100 1 $a Zhou, Lijie. $3 2094330
245 1 0 $a How Visual Communication Strategies, Brand Familiarity, and Personal Relevance Influence Instagram Users' Responses to Brand Content.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2017
300 $a 150 p.
500 $a Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.
500 $a Adviser: Fei Xue.
502 $a Thesis (Ph.D.)--The University of Southern Mississippi, 2017.
520 $a This study comprehensively investigated the effects of visual themes, visual perspective, personal relevance, and brand familiarity on brand constructions (attitude-toward-brand, brand love, brand respect, and three dimensions of brand image) on Instagram. The study consists of two parts. In Study 1, the main and interaction effects of visual design elements on individuals' visual attentions, brand recognition, and attitude toward brands were examined by using a 4 (visual theme: customer-centric, employee-centric, product-centric, and non-branded) x 2 (view perspective: first-person view vs. third-person view) between-subject eye-tracking test. In Study 2, a 4 (visual theme: customer-centric, employee-centric, non-brand, and product-centric) x2 (brand familiarity: familiar vs. unfamiliar) x 2 (view perspective: first-person view vs. third-person view) x 2 (personal relevance: high vs. low) mixed between- and within-factorial design was used to test the influences of visual and intellectual content on participants' reactions to brand constructions on Instagram. The roles of two moderators, personal relevance and brand familiarity, were also tested.
520 $a Results in Study 1 showed that, overall, participants spent the longest time viewing and paid the most visual attention to Instagram posts with customer-centric images from a first-person perspective. In terms of pictures using the third-person view, posts with product-centric images received the longest fixation duration and the most fixation frequency. Moreover, participants' brand recognition performances were positively influenced by fixation frequency but not by total fixation duration. Findings from Study 2 indicated that high relevance Instagram posts with the first-person angle and customer-centric images to promote a familiar brand received the most favorable attitude, strongest brand respect, and strongest feeling of sensuality toward the brand in all experimental conditions. Limitations and future directions in visual branding on Instagram were also discussed.
590 $a School code: 0211.
650 4 $a Mass communication. $3 2144804
650 4 $a Technical communication. $3 3172863
650 4 $a Web studies. $3 2122754
690 $a 0708
690 $a 0643
690 $a 0646
710 2 $a The University of Southern Mississippi. $b Mass Communication and Journalism. $3 2096133
773 0 $t Dissertation Abstracts International $g 79-01A(E).
790 $a 0211
791 $a Ph.D.
792 $a 2017
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10620250