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How Instagram content affects brand attitudes and behaviour 6

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Contributor(s): Journal of Digital & Social Media Marketing.5:2 (Summer 2017). pp. 175-188 5 6 [] |

Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; 46Edition: Description: Content type: text Media type: unmediated Carrier type: volumeISBN: ISSN: 2Other title: 6 []Uniform titles: | | Related works: 1 40 6 []Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- INSTAGRAM;POLITICAL MARKETING -- SOCIAL MEDIA -- CONTENT STRATEGY -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | LOC classification: | | 2Other classification:

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Item type	Current location	Home library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	PLM	PLM Periodicals Section	Periodicals	HF5414.J68.2017 (Browse shelf)	Available		PER2035B

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ABSTRACT: This paper examines the effectiveness of communication on Instagram, a type of visual social networking site, by the US Transportation Security Administration (TSA). Results show that the TSA's Instagram account elicited stronger emotional reactions than a private consumer product business Instagram account. More importantly, perceived usefulness of content, perceived persuasive intent of content and negative emotions all affected attitudes toward the TSA. Additionally, perceived usefulness of content and negative emotions also influenced communicative action regarding the TSA account. Findings demonstrate the emotional impact of visual communication and the role of bothcognitive and affective evaluations in changing attitudes and behaviour regarding a government agency. 56

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