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This study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement.

Three studies were conducted through an experimental design. Study 1 (N = 155) uncovered the mediation underlying the effects of image quality (low and high image resolution). Study 2 (N = 160) replicated the findings of the first study and extended the investigation by examining the mediator (fluency) and moderator (visual sensitivity). Study 3 (N = 291) further extended the effects of image resolution by demonstrating its interactive effects with the visual complexity of an Instagram post design in a 2 × 2 factorial experiment.

The serial mediation analysis demonstrated that high image resolution CM posts yielded more favorable evaluations in terms of brand credibility and information costs saved, subsequently leading to positive brand attitudes, purchase intentions and increased Instagram engagement. Processing fluency mediated image effects on brand credibility, while individual differences in visual sensitivity moderated the image effects. The image resolution effects were greater for visually complex CM posts compared to simple ones.

To one's best knowledge, little to no research has examined the image quality of Instagram posts in the context of CM and the extent to which such visual cues can affect consumers' brand evaluations and engagement on the platform.

Despite its practical significance, there exists a notable gap in understanding the specific role of CM posts on Instagram and the impact of visual elements on consumer behaviors. The current research findings aim to bridge the research gap.

This study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors.

A survey instrument was developed to explore critical variables, including consumers' purchase and post-purchase evaluation behaviors on Instagram, consumers' trust of Instagram, and demographic factors, adapting previous works from Ko (2018), Djafarova and Rushworth (2017), and Herrando et al. (2019). Survey responses were collected via the Qualtrics participant panel service (N = 226), then coded and analyzed using JMP Pro (Version 14.2).

Results indicated that statistically significant mean differences were present among several key variables, including between Millennial and Generation Z post-purchase behaviors on Instagram, willingness to share feedback about a brand experience on Instagram, and trust of content on Instagram. Additionally, it was determined that purchase and post-purchase behaviors on Instagram are significantly different depending on whether or not a consumer trusts Instagram and the content therein.

While online consumer behaviors have been previously studied, the impact of young adults' Instagram usage on their purchase and post-purchase evaluation behaviors in the apparel sector had not been thoroughly examined. The findings from this study provide meaningful insights on the purchase and post-purchase behaviors on Instagram of young adult consumers from different generational cohorts. They demonstrate that developing trust with young adults is critical to the success of brands trying to reach this demographic on Instagram.

Explore the use of Gender-Fair Language (GFL) by influencers on Instagram.

The clustering methodology. A digital Bag-of-Words (BoW) Method called GFL Clustering BoW Methodology to identify whether an inclusive marketing (IM) strategy can be used. Thus, this research has a methodological and practical contribution to increasing the number of marketing technology tools.

This study is original as it proposes an inclusive digital marketing strategy and contributes with methods associated with digital transfers in order to improve marketing strategies, tactics and operations for inclusive content with a data integrity approach.

Due to the limitations of the application programming interface (API) of the social network Instagram, a limited number of text data were used, which allowed for retrieving the last 12 publications of each studied profile. In addition, it should be considered that this study only includes the Spanish language and is applied to a sample of influencers from Chile.

The practical contribution of this study will lead to a key finding for the definition of communication strategies in both public and private organizations.

The originality of this work lies in its attractive implications for nonprofit and for-profit organizations, government bodies and private enterprises in the measurement of the success of campaigns with an IM communicational strategy and to incorporate inclusive and non-sexist content for their consumers so as to contribute to society.

本研究擬探究有影響力的人士在使用即時電報 (Instagram) 時、如何使用性別中立語言。

研究使用了聚類分析法;具體來說, 研究人員採用一個叫 GFL聚類詞袋法的數位詞袋分析法, 去確定研究可否使用信息管理策略。因此, 本研究在行銷科技方面、添加了一個工具, 就此而言, 本研究在學術的研究法和實務方面、均作出貢獻。

本研究建議了一個包括一切的數位行銷策略;研究亦構建了若干與數位傳輸有關的方法, 以能利用數據完整性的理念, 為行銷策略、行銷戰術和市場營銷, 在內容的全面包含度方面取得改善。

因為社交網站即時電報的應用程式介面有其局限, 故使用了少量的文本數據, 這可使每個被探討的傳略的最後12個發佈能被撿回。另外需注意的是、本研究只涵蓋西班牙語, 而且, 研究使用的樣本只是來自智利有影響力的人士。

本研究在實務方面的貢獻是、它為探討在公共機構和私營機構內使用的溝通策略的定義上、帶來重要的啟發和發現。

本研究的原創性在於它給營利和非營利組織、政府機關和私人企業帶來頗具吸引力的啟示。而這些啟示是與測量以包括一切的行銷溝通策略進行的專門活動是否成功有關的。另外, 涵蓋一切和無性別歧視的內容被納入供消費者使用, 以此為社會帶來裨益。

Using social capital theory as the theoretical framework, the purpose of this study is to examine if shared value, the norm of reciprocity and social bonding within a small fashion brand's Instagram page transfers to the overall perception and purchase intention toward the brand. Further, the authors test perceived benefit (i.e. perceived usefulness and perceived enjoyment) as anteceding variables along with the social capital variables. More specifically, this study investigates (1) the influence of shared value and norm of reciprocity on social bonding on the Instagram page, (2) the influence of perceived usefulness and perceived enjoyment on social bonding on the Instagram page, (3) the mediating effect of brand trust and brand identification on the relationship between social bonding and purchase intention and (4) and the moderating role of the generational cohort on the hypothesized relationships.

Through an online survey, 599 usable data were collected to test the proposed research framework using partial least squares structural equation modeling.

The results identify significant influences of shared value, norm of reciprocity and perceived enjoyment on social bonding. Brand identification and brand trust both have significant mediating effects between social bonding and purchase intention. Further, the results show that the mediating effect of brand trust is significantly higher for Generation Y, while the mediating effect of brand identification is significantly higher for Generation Z.

The study findings provide important implications for small fashion brands operating in a social media realm.

Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence between themes and background on marketing effectiveness, focusing specifically on Instagram.

A laboratory experiment was conducted to investigate how color congruence between themes and background in brand posts influences flow and aesthetic experience, subsequently affecting marketing communication parameters such as brand attitude, visit intention, and eWOM on Instagram. Moreover, Adidas Originals was selected as the focal brand, and blue and white color was chosen as the primary color palette for the experimental material.

This study demonstrates that color congruence, regardless of brand layout or post, significantly influences flow and aesthetic experience, subsequently affecting marketing effectiveness.

This study contributes to the theoretical understanding of congruence theory and social media marketing, providing valuable insights for brands to enhance their communication through photographs and effectively manage their official Instagram accounts.

There has been considerable discussion about the utilization of social media effectively in tourist research. Still, there is a paucity of information about its usage for ecotourism destination selection. The study aims to determine critical factors influencing travelers' behavioral and electronic word-of-mouth (e-WOM) intentions to use Instagram reels to select an ecotourism destination.

This study is based on the motivated consumer innovativeness theory and technology acceptance model. Purposive sampling was applied to acquire data from Instagram users. Data were gathered from 445 respondents and 415 valid responses were analyzed using partial least square structural equational modeling.

The findings of the study confirmed the positive impact of perceived ease of use, socially motivated consumer innovativeness and hedonically motivated consumer innovativeness on travelers' attitude except for perceived usefulness. The outcomes also revealed a significant influence of travelers' attitude on behavioral and e-WOM intention.

The study's findings were intended to offer insights into traveler behavior to critical players in the tourism sector, including destination marketers, travel companies, the government and policymakers. They must comprehend how useful Instagram is for the tourist industry, which will help them better understand how to attract travelers through Instagram reels to market their destination.

The current investigation is the first attempt to investigate the travelers' behavioral and e-WOM intentions to use Instagram reels to select an ecotourism destination.

This study aims to elucidate the dynamics of social media discourse during global health events, specifically investigating how users across different platforms perceive, react to and engage with information concerning such crises.

A mixed-method approach was employed, combining both quantitative and qualitative data collection. Initially, thematic analysis was applied to a data set of social media posts across four major platforms over a 12-month period. This was followed by sentiment analysis to discern the predominant emotions embedded within these communications. Statistical tools were used to validate findings, ensuring robustness in the results.

The results showcased discernible thematic and emotional disparities across platforms. While some platforms leaned toward factual information dissemination, others were rife with user sentiments, anecdotes and personal experiences. Overall, a global sense of concern was evident, but the ways in which this concern manifested varied significantly between platforms.

The primary limitation is the potential non-representativeness of the sample, as only four major social media platforms were considered. Future studies might expand the scope to include emerging platforms or non-English language platforms. Additionally, the rapidly evolving nature of social media discourse implies that findings might be time-bound, necessitating periodic follow-up studies.

Understanding the nature of discourse on various platforms can guide health organizations, policymakers and communicators in tailoring their messages. Recognizing where factual information is required, versus where sentiment and personal stories resonate, can enhance the efficacy of public health communication strategies.

The study underscores the societal reliance on social media for information during crises. Recognizing the different ways in which communities engage with, and are influenced by, platform-specific discourse can help in fostering a more informed and empathetic society, better equipped to handle global challenges.

This research is among the first to offer a comprehensive, cross-platform analysis of social media discourse during a global health event. By comparing user engagement across platforms, it provides unique insights into the multifaceted nature of public sentiment and information dissemination during crises.

Generation Z (Gen-Z), sometimes known as “digital natives”, represents the first generation to become immersed in digital communication. In a multicultural environment, this study aims to explore which types of factors are most beneficial in connection with Gen-Z’s impulsive purchase behaviour.

This study adopts an exploratory sequential mixed-method design, incorporating both qualitative and quantitative approaches. In Study 1, focus group discussions are conducted to address “why” and “how” questions, whereas Study 2 uses a quantitative method to test the hypothetical model. The model is assessed using structural equation modelling. This study used the stimulus–organism–response (SOR) framework in the context of Instagram.

Building on Mehrabian and Russell’s (1974) concept and focus group discussions, Study 1 introduces a novel SOR model tailored to Instagram. In Study 2, the model is tested, and results confirm most hypotheses, except for three. Factors such as aesthetic appeal, scarcity promotions and discounted prices stimulate impulse buying behaviour in Gen-Z. Positive emotional responses evoked by these factors also influence impulse buying, whereas the impact of negative emotional responses is found to be insignificant.

This mixed-methods study enhances the theoretical understanding of Gen-Zers’ impulse buying behaviour by highlighting the influence of diverse independent variables. By using the SOR framework, it reveals the intricate emotional aspects impacting impulsive purchase decisions. The research provides new insights into online impulsive buying behaviour, particularly relevant to consumer psychology and behavioural economics among young collectivist consumers.

The research aim of this article is to generate novel insights into how public sector organizations (PSOs) strategically communicate with the public about critical issues on social media. To this end, the study explores the public's experiences of the Swedish Police's sense of safety communication on Instagram in the third largest city in Sweden, where the lack of a sense of public safety is a main societal challenge.

The research was designed as a case study employing photo-elicitation interviews as a method to collect the empirical material. A phenomenography approach was used to analyze public experiences of the Swedish Police's Instagram communication in Malmö, Sweden.

Findings show that the police's strategic communication of safety on Instagram is experienced along the dimensions of a sense of protection, a sense of proximity and a sense of ambiguity. Taken together, these dimensions broaden and develop the knowledge of what communicating a sense of safety in the public sphere entails.

This study adds to previous research on strategic communication in public sector organizations by demonstrating what strategic communication accomplishes at the receiving end outside of the organization.

The cruise industry has used technology to attract more millennials than ever before. The progression of social media has transformed the way young individuals gather information for their travel decision-making. Hence, this study aims to investigate the effects of the characteristics of social media – Instagram – on millennials’ trust in and attitudes toward social media content and their behavioral intentions.

A self-administered survey was designed to test the study model, and 323 responses collected were deemed valid for main data analysis.

The results revealed that perceived enjoyment of content is a powerful antecedent of trust, attitudes and behavioral intentions. Content quality is a strong predictor of trust but has no meaningful effect on attitudes and behavioral intentions.

Theoretically, this study contributes to the research in the tourism literature on social media and cruise marketing based on integrating into the technology acceptance model, the characteristics of social media content and trust based on commitment-trust theory. This study can help cruise operators use Instagram to influence millennials and suggests significant implications based on social media interactions with millennials.