Sarah Dodds, Nitha Palakshappa, Sandy Bulmer, Sarah Harper
{"title":"Transformative advertising: well-being Instagram messaging","authors":"Sarah Dodds, Nitha Palakshappa, Sandy Bulmer, Sarah Harper","doi":"10.1108/jcm-04-2023-5991","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>The purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>A novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Four themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"80 1","pages":""},"PeriodicalIF":2.7000,"publicationDate":"2024-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcm-04-2023-5991","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
The purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level.
Design/methodology/approach
A novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses.
Findings
Four themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram.
Originality/value
This study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided.
期刊介绍:
■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide