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Is visual content modality a limiting factor for social capital? Examining user engagement within Instagram-based brand communities

Business

Is visual content modality a limiting factor for social capital? Examining user engagement within Instagram-based brand communities

A. A. Kusuma, A. Z. Afiff, et al.

Explore how Instagram's visual appeal can supercharge social capital and loyalty within online brand communities. This fascinating research, conducted by Agung Artha Kusuma, Adi Zakaria Afiff, Gita Gayatri, and Sri Rahayu Hijrah Hati, reveals that emotional connections through imagery do more than convey information—they forge lasting community bonds.

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Playback language: English
Abstract
This study investigates whether Instagram's predominantly visual modality enhances social capital and perceived collective value within online brand communities (OBCs). Quantitative analysis shows that Instagram's visual modality fosters social interactions, with affect-based imagery effectively eliciting responses. A positive emotional connection to the community and brand leads to increased loyalty. Value co-creation isn't solely dependent on information depth; affective persuasion is effective in shaping attitudes.
Publisher
Humanities & Social Sciences Communications
Published On
Jan 02, 2024
Authors
Agung Artha Kusuma, Adi Zakaria Afiff, Gita Gayatri, Sri Rahayu Hijrah Hati
Tags
Instagram
social capital
brand communities
visual modality
value co-creation
emotional connection
loyalty

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