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How Visual Communication Strategies,...

Zhou, Lijie.

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

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	How Visual Communication Strategies, Brand Familiarity, and Personal Relevance Influence Instagram Users' Responses to Brand Content./
作者:	Zhou, Lijie.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	150 p.
附註:	Source: Dissertation Abstracts International, Volume: 79-01(E), Section: A.
Contained By:	Dissertation Abstracts International79-01A(E).
標題:	Mass communication. -
電子資源:	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.
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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.
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