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Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann
Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
Serena Williams is one of the most successful athletes of all time. In addition to dominating the professional tennis circuit for decades, she has also built a massive business empire while becoming a first-time mother and wife. During this time of transition, Williams experienced a significant crisis moment during the 2018 US Open. Williams did not publicly acknowledge or apologise for the crisis and instead focused on a new sense of direction after living through the experience, much of which is documented and promoted on her Instagram account. This exploratory case study focuses on Serena Williams’s use of Instagram as …
How Instagram Content Affects Brand Attitudes And Behavior, Ming (Bryan) Wang, Valerie K. Jones
How Instagram Content Affects Brand Attitudes And Behavior, Ming (Bryan) Wang, Valerie K. Jones
College of Journalism and Mass Communications: Faculty Publications
This paper examines the effectiveness of communication on Instagram, a type of visual social networking site, by the US Transportation Security Administration (TSA). Results show that the TSA’s Instagram account elicited stronger emotional reactions than a private consumer product business Instagram account. More importantly, perceived usefulness of content, perceived persuasive intent of content, and negative emotions all affected attitudes toward the TSA. Additionally, perceived usefulness of content and negative emotions also influenced communicative action regarding the TSA account. Findings demonstrate the emotional impact of visual communication and the role of both cognitive and affective evaluations in changing attitudes and behavior …