Visual storytelling on Instagram: branded photo narrative and the role of telepresence
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 27 February 2020
Issue publication date: 22 April 2020
Abstract
Purpose
The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism.
Design/methodology/approach
Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2).
Findings
Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context.
Practical implications
Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story.
Originality/value
This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.
Keywords
Citation
Lim, H. and Childs, M. (2020), "Visual storytelling on Instagram: branded photo narrative and the role of telepresence", Journal of Research in Interactive Marketing, Vol. 14 No. 1, pp. 33-50. https://doi.org/10.1108/JRIM-09-2018-0115
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited