89618 20220405150420.0 doi 10.1016/j.jbusres.2020.02.014 sideral 117431 ART-2020-117431 eng Casaló, Luis V. Universidad de Zaragoza (orcid)0000-0002-9643-2814 Be creative, my friend! Engaging users on Instagram by promoting positive emotions 2020 Access copy available to the general public Unrestricted Instagram 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. info:eu-repo/grantAgreement/ES/DGA/LMP65-18 info:eu-repo/grantAgreement/ES/DGA/S20-17R info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R info:eu-repo/semantics/openAccess by http://creativecommons.org/licenses/by/3.0/es/ 7.55 2020 BUSINESS 28 / 153 = 0.183 2020 Q1 T1 2.048 2020 Marketing 2020 Q1 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Flavián, Carlos Universidad de Zaragoza (orcid)0000-0001-7118-9013 Ibáñez-Sánchez, Sergio Universidad de Zaragoza (orcid)0000-0003-3088-4102 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 130 (2020), 416-425 J. bus. res. Journal of Business Research 0148-2963 803624 http://zaguan.unizar.es/record/89618/files/texto_completo.pdf Versión publicada 87761 http://zaguan.unizar.es/record/89618/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:89618 articulos driver 2022-04-05-14:39:40 ARTICLE