Abstract

Social media, and in particular Instagram, can provide a suitable communication channel to achieve customer inspiration. However, it is essential to implement the right strategy. This research aims to advance in the concept of social media customer inspiration by analysing three dimensions: inspiration by, inspiration to buy, and inspiration to brand community. To this end, the effect of different executions that combine the call to action with the visual content of the brand (brand name presence) and the fragmentation of the content (publication in carousel) is explored. Three experimental studies are conducted in studies in three sectors (travel, food and beverages), with different targets (brand followers and non-followers) and in two Instagram communication formats (feed posts and stories). Empirical results show interesting implications that contribute significantly to advancing both theory and practice.

Supplemental data for this article is available online at https://doi.org/10.1080/02650487.2021.2014702 .

摘要

社交媒体，尤其是 Instagram，可以提供合适的沟通渠道来激发客户灵感。但是，实施正确的战略至关重要。本研究旨在通过分析三个维度来推进社交媒体客户灵感的概念：灵感来源、购买灵感和品牌社区灵感。为此，探索了将号召性用语与品牌的视觉内容（品牌名称存在）和内容的碎片化（轮播发布）相结合的不同执行的效果。在三个领域（旅游、食品和饮料）的研究中进行了三项实验研究，针对不同的目标（品牌追随者和非追随者）和两种 Instagram 传播形式（提要帖子和故事）。

本文的补充数据可在 https://doi.org/10.1080/02650487.2021.2014702 在线获取。