Kashif Farhat, Wajeeha Aslam, Emmanuel Mogaji, Syed Shariq Habib Shah
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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.
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.