Instagram 上的色彩一致性:流量和审美体验的作用

IF 3.9 4区 管理学 Q2 BUSINESS
Pin Luarn, Chiao-Chieh Chen, Yu-Ping Chiu
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引用次数: 0

摘要

目的社交媒体已成为营销人员和品牌传播品牌相关信息的重要平台。本研究旨在探讨主题与背景之间的色彩一致性对营销效果的影响,特别关注Instagram。设计/方法/途径通过实验室实验,探讨品牌帖子中主题与背景之间的色彩一致性如何影响流量和审美体验,进而影响Instagram上的品牌态度、访问意向和网络口碑等营销传播参数。研究结果本研究表明,无论品牌布局或帖子如何,色彩一致性都会显著影响流量和审美体验,进而影响营销效果。原创性/价值本研究有助于对一致性理论和社交媒体营销的理论理解,为品牌通过照片加强传播和有效管理其官方 Instagram 账户提供了有价值的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Color congruence on Instagram: the role of flow and aesthetic experience

Purpose

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.

Design/methodology/approach

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.

Findings

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

Originality/value

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.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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