变革性广告:幸福 Instagram 消息

IF 2.7 Q2 BUSINESS
Sarah Dodds, Nitha Palakshappa, Sandy Bulmer, Sarah Harper
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引用次数: 0

摘要

本研究的目的是对 Instagram 上的幸福信息进行研究,以了解什么是有潜力改善消费者生活并在社区和社会层面上创造变革的变革性社交媒体广告。设计/方法/途径采用新颖的分阶段方法,利用变革性广告研究和积极心理学,对幸福品牌倡导者 Lululemon 进行深入研究。研究结合了二手案例数据、对 Instagram 上品牌信息的分析、对品牌追随者的访谈以及六个月 Instagram 帖子中消费者的回应。研究结果四个主题--激励个人旅程和潜能、鼓励正念和感恩、支持联系和社区以及促进多样性和公平--被用来对 Instagram 上的幸福广告信息元素进行类型化。本研究提供了对品牌的实际影响和未来研究的途径。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Transformative advertising: well-being Instagram messaging

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.

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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
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
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