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Journal of Global Fashion Marketing Volume 11, 2020 - Issue 1
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“I” or “she/he”? The effects of visual perspective on consumers’ evaluation of brands’ social media marketing: From imagery fluency perspective

“我”还是“她/他”？图像视角对消费者评价品牌社交媒体营销的影响：从意象流畅性角度透析

Songyee HurDepartment of Management and Marketing, Clarion University of Pennsylvania, Clarion, PA, USACorrespondence[email protected]
,
Heejin (Jeanie) LimDepartment of Retail, Hospitality and Tourism Management, University of Tennessee, Knoxville, TN, USA
&
Jewon LyuDepartment of Textile, Merchandising and Interior, University of Georgia, Athens, GA, USA
Pages 1-17 | Received 28 Feb 2019, Accepted 29 Sep 2019, Published online: 09 Dec 2019

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Derya Gülçin & Nermin Merve Yalçınkaya. (2022) Correlating fluency theory-based visual aesthetic liking of landscape with landscape types and features. Geo-spatial Information Science 0:0, pages 1-20.
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Heejin An Lim, Hyunjoo Im & Garim Lee. (2022) The strengths of fashion film series: The effects on character empathy and brand anthropomorphism. Journal of Global Fashion Marketing 13:4, pages 289-303.
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Marina Alexandra Gomes, Susana Marques & Álvaro Dias. (2022) The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing 13:3, pages 187-204.
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Jihye Yu & Eunju Ko. (2021) UGC attributes and effects: implication for luxury brand advertising. International Journal of Advertising 40:6, pages 945-967.
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Susanna Lee & Eunice Kim. (2020) Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing 11:3, pages 232-249.
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Articles from other publishers (8)

Jianhong Gan, Si Shi, Raffaele Filieri & Wilson K.S. Leung. (2023) Short video marketing and travel intentions: The interplay between visual perspective, visual content, and narration appeal. Tourism Management 99, pages 104795.
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Gökhan Aydin. (2023) Is it possible to evaluate rebranding and debranding strategies applied in sports club logos with eye tracking?. Revista de Gestão e Secretariado 14:11, pages 20662-20677.
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Sandrina Teixeira, José Luís Reis, Belém Barbosa & Sofia Ferreira. (2023) Online strategies of brands: A case of Portuguese luxury fashion designers. Innovative Marketing 19:1, pages 72-85.
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Yanfei Zhu, Yuli Wang, Ying Li, Xiaoxi Du, Qi Guo, Mo Chen & Yun Lin. (2022) The Construction of Image Reference Points and Text Appeals Information Tailoring in Promoting Diners’ Public Environment Maintenance Behavior Intention. International Journal of Environmental Research and Public Health 19:21, pages 14477.
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Ganga Dhanesh, Gaelle Duthler & Kang Li. (2022) Social media engagement with organization-generated content: Role of visuals in enhancing public engagement with organizations on Facebook and Instagram. Public Relations Review 48:2, pages 102174.
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Guixiang Chen, Zeyang Ye & Yi Liu. (2022) Cognitive mechanisms of observing others touching products increases purchasing intention: An eye-tracking study. Current Psychology.
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Lijie Zhou & Fei Xue. (2021) Show products or show people: an eye-tracking study of visual branding strategy on Instagram. Journal of Research in Interactive Marketing 15:4, pages 729-749.
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Ran Huang & Sejin Ha. (2020) The role of need for cognition in consumers' mental imagery: a study of retail brand's Instagram. International Journal of Retail & Distribution Management 49:2, pages 242-262.
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