The Role of Consumer Affect on Visual Social Networking Sites: How Consumers Build Brand Relationships

ABSTRACT

Visual social networking sites, such as Instagram, have become increasingly attractive for engaging consumers and building brand relationships. Despite this growing popularity, little is known about how visuals help consumers build brand relationships. Therefore, this study examines how consumers' perceptions of brand engagement on Instagram influence their affective response and build brand commitment with regard to consumers' three-dimensional emotional response—appeal, engagement, and empowerment. Findings suggest that consumers' emotional responses each contribute to consumers' brand commitment. Additionally, perceived entertainment and aesthetic values of brand posts were positively related to appeal; perceived belongingness to brands with engagement; and perceived mutuality with empowerment.