‘Snap happy’ brands: Increasing publicity effectiveness through a snapshot aesthetic when marketing a brand on Instagram

作者：

Highlights：

• A snapshot aesthetic increases brand attitude and word-of mouth intentions on Instagram.

• A snapshot aesthetic on Instagram proved more effective than a traditional studio aesthetic.

• Liking the images and source credibility are significant mediators of the favorable brand responses.

摘要

•A snapshot aesthetic increases brand attitude and word-of mouth intentions on Instagram.•A snapshot aesthetic on Instagram proved more effective than a traditional studio aesthetic.•Liking the images and source credibility are significant mediators of the favorable brand responses.

论文关键词：Social media,Instagram,Brand attitude,Word-of-mouth,Aesthetics,Source credibility

论文评审过程：Received 21 February 2017, Revised 21 August 2017, Accepted 10 September 2017, Available online 10 September 2017, Version of Record 23 September 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.09.015