RT info:eu-repo/semantics/article
T1 Inspire me, please! The effect of calls to action and visual executions on customer inspiration in Instagram communications
A1 Oltra González, Itziar
A1 Camarero Izquierdo, María Carmen
A1 San José Cabezudo, Rebeca
K1 Redes sociales (Internet)
K1 Marketing en Internet
K1 Instagram
K1 Call to action
K1 Inspiration
K1 5311.05 Marketing (Comercialización)
AB 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.
PB Taylor & Francis
SN 0265-0487
YR 2022
FD 2022
LK https://uvadoc.uva.es/handle/10324/62154
UL https://uvadoc.uva.es/handle/10324/62154
LA eng
NO International Journal of Advertising, 2022, vol.42, n.7, p.1209-1234
NO Producción Científica
DS UVaDOC
RD 22-dic-2024