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000089618 005__ 20220405150420.0
000089618 0247_ $$2doi$$a10.1016/j.jbusres.2020.02.014
000089618 0248_ $$2sideral$$a117431
000089618 037__ $$aART-2020-117431
000089618 041__ $$aeng
000089618 100__ $$0(orcid)0000-0002-9643-2814$$aCasaló, Luis V.$$uUniversidad de Zaragoza
000089618 245__ $$aBe creative, my friend! Engaging users on Instagram by promoting positive emotions
000089618 260__ $$c2020
000089618 5060_ $$aAccess copy available to the general public$$fUnrestricted
000089618 5203_ $$aInstagram is emerging as the most influential social network; this phenomenon is especially apparent in the fashion industry. Fashion brands are launching creative campaigns on Instagram to engage their followers. The present study aims to increase the understanding of followers’ engagement by analyzing the consequences of brand publications on Instagram. Taking as a basis the S-O-R framework, brand publications (stimulus) may generate perceptions of creativity and positive emotions in their followers (organism) which, in turn, may influence their affective commitment and interaction intentions (response). Our results, based on data collected from 808 followers of an Instagram fashion brand account, analyzed using structural equation modeling, confirmed that perceived creativity is a crucial aspect of Instagram. In addition, positive emotions and affective commitment act as partial mediators in the relationship between perceived creativity and interaction intentions. These results have interesting implications for both the fashion industry and content generation on Instagram.
000089618 536__ $$9info:eu-repo/grantAgreement/ES/DGA/LMP65-18$$9info:eu-repo/grantAgreement/ES/DGA/S20-17R$$9info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R
000089618 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/
000089618 590__ $$a7.55$$b2020
000089618 591__ $$aBUSINESS$$b28 / 153 = 0.183$$c2020$$dQ1$$eT1
000089618 592__ $$a2.048$$b2020
000089618 593__ $$aMarketing$$c2020$$dQ1
000089618 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000089618 700__ $$0(orcid)0000-0001-7118-9013$$aFlavián, Carlos$$uUniversidad de Zaragoza
000089618 700__ $$0(orcid)0000-0003-3088-4102$$aIbáñez-Sánchez, Sergio$$uUniversidad de Zaragoza
000089618 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000089618 773__ $$g130 (2020), 416-425$$pJ. bus. res.$$tJournal of Business Research$$x0148-2963
000089618 8564_ $$s803624$$uhttps://zaguan.unizar.es/record/89618/files/texto_completo.pdf$$yVersión publicada
000089618 8564_ $$s87761$$uhttps://zaguan.unizar.es/record/89618/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000089618 909CO $$ooai:zaguan.unizar.es:89618$$particulos$$pdriver
000089618 951__ $$a2022-04-05-14:39:40
000089618 980__ $$aARTICLE