Abstract

The main purpose of this research is to explore fashion images posted on Instagram and how users respond to those images. Guided by the persuasion knowledge model, a computational analysis of 29,557 fashion photos posted by 10 top-ranked global fashion brands in four major fashion categories (i.e. luxury, SPA, sports, and casual) is conducted to identify specific patterns of brand prominence and promotional intention and to investigate how those patterns are associated with customer engagement. Findings showed that brand information (i.e. size of the brand logo and brand name) tended to lead to lower engagement levels in general, although luxury brands showed the opposite pattern. More interestingly, while providing luxury brand information in the image invited positive responses, there seemed to be backfire effects when such information (i.e. brand name) was highly prominent. In addition, sharing promotional information was likely to prompt a lower level of interaction. Discussion of the findings and issues related to advertising research using computation analysis is provided.

摘要

这项研究的主要目的是探索发布在 Instagram 上的时尚图片以及用户对这些图片的反应。在说服知识模型的指导下，对四大时尚类别（即奢侈品、SPA、运动和休闲）的 10 个全球顶级时尚品牌发布的 29,557 张时尚照片进行了计算分析，以确定品牌突出和促销的具体模式意图并调查这些模式如何与客户参与相关联。调查结果表明，品牌信息（即品牌标志和品牌名称的大小）通常会导致较低的参与度，尽管奢侈品牌表现出相反的模式。更有趣的是，虽然在图像中提供奢侈品牌信息会引起积极响应，但当此类信息（即 品牌名称）非常突出。此外，共享促销信息可能会导致较低级别的互动。提供了与使用计算分析的广告研究相关的发现和问题的讨论。