Purpose

Although the prominence of social media for companies is widely acknowledged, a close examination of the literature reveals a lack of empirical research pertaining to the effect of consistency specifically on social media. Therefore, the purpose of this paper is to fill the gap in social media communication concerning the effect of consistent visual identity on social media users.

Design/methodology/approach

The study executed an experiment 2 (corporate visual identity condition) × 2 (organization type) between subjects design to map the effects of consistent visual identity on social media users appreciation of the visual identity, attitude toward the company, reputation and intention to commit to a company on social media.

Findings

The results of the study indicated the significant effects of consistent visual identity on social media users over the inconsistent conditions of visual identity on all dependent variables. Furthermore, there were insignificant main effects of organization type on general judgment, credibility, distinctiveness and reputation of the company.

Practical implications

This study presents the effects of consistent visual identity on social media platforms. The research will help marketing academicians, graphic designers and social media practitioners in online marketing by using its practical implications to strategically positioning their corporate brand in a social media environment.

Originality/value

This study provides novel insights on the impact of consistency on social media users. This is the first study to determine the role of consistent visual identity in the social media environment. It thereby adds to the literature of visual identity by developing the sphere of influence of consistency and its effects toward the user’s attitude.

中文翻译：

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调查一致的视觉识别对社交媒体的影响

目的

尽管社交媒体对公司的重要性已得到广泛认可，但对文献的仔细研究表明，缺乏关于一致性对社交媒体的影响的实证研究。因此，本文的目的是填补社交媒体传播中关于一致的视觉识别对社交媒体用户的影响的空白。

设计/方法/方法

该研究在受试者设计之间执行了一个实验 2（企业视觉识别条件）×2（组织类型），以映射一致的视觉识别对社交媒体用户对视觉识别的欣赏、对公司的态度、声誉和承诺意愿的影响社交媒体上的一家公司。

发现

研究结果表明，一致的视觉识别对社交媒体用户的显着影响，而不是视觉识别对所有因变量的不一致条件。此外，组织类型对公司总体判断、可信度、独特性和声誉的主效应不显着。

实际影响

这项研究展示了一致的视觉识别对社交媒体平台的影响。该研究将通过利用其实际意义在社交媒体环境中战略性地定位他们的企业品牌，从而帮助营销学者、平面设计师和社交媒体从业者进行在线营销。

原创性/价值

这项研究提供了关于一致性对社交媒体用户的影响的新见解。这是第一项确定一致视觉识别在社交媒体环境中的作用的研究。因此，它通过发展一致性的影响范围及其对用户态度的影响来增加视觉识别的文献。