高视觉复杂性还是低视觉复杂性?关于 Instagram 上食品广告的研究

IF 1.5 Q2 COMMUNICATION Journal of Creative Communications Pub Date : 2024-08-26 DOI:10.1177/09732586241257733
Kashif Farhat, Wajeeha Aslam, Emmanuel Mogaji, Syed Shariq Habib Shah
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引用次数: 0

摘要

本文研究了视觉复杂度(V-complexity)(高/低)对消费者接触 Instagram 上食品广告时的愉悦感、唤醒度和购买意向的影响。首先,让 100 名 Instagram 用户根据视觉复杂度对 Instagram 上的几则食品广告进行评分,以此进行操纵检查。随后,向受访者发送了一个在线问卷链接,并附上了高V-复杂度和低V-复杂度的广告图片。利用 SMART-PLS 软件对 215 份可用答卷进行了偏最小二乘法结构方程建模。研究结果表明,高水平的视觉复杂度会产生兴奋和愉悦感,并影响购买意向。相反,低 V-复杂度不会影响唤醒和愉悦,但会影响购买意向。这是首次在发展中经济体中探讨 V-复杂性在 Instagram 食品广告中的作用的研究。这项研究也为有关社交媒体食品营销 V-复杂性的知识体系的发展做出了贡献。
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High Visual Complexity or Low Visual Complexity: A Study Related to Food Advertising on Instagram
This article examines the impact of visual complexity (V-complexity) (high/low) on consumer pleasure, arousal and purchase intention when exposed to food advertisements on Instagram. Initially, a manipulation check was performed by getting several Instagram food advertisements rated by 100 Instagram users based on V-complexity. Later, an online questionnaire link was sent to the respondents with pictures of advertisements with high and low V-complexity. Partial least square structural equation modelling was used on 215 usable responses with the use of the SMART-PLS software. The findings revealed that high levels of V-complexity generate arousal and pleasure and influence purchase intention. In contrast, low V-complexity doesn’t influence arousal and pleasure but affects purchase intention. This is the first study that explores the role of V-complexity in Instagram food advertising performed in a developing economy. This research also contributes to the growing body of knowledge on the V-complexity of social media food marketing.
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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