Transformative advertising: well-being Instagram messaging
Sarah Dodds, Nitha Palakshappa, Sandy Bulmer, Sarah Harper
Journal of Consumer Marketing, Vol. 41, No. 4, pp.378-390
The purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level.
A novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses.
Four themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram.
This study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided.
The purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level. A novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses. Four themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram. This study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided. Read More
Related posts:
Purpose Advertising And the Credibility Gap: How Consumers Respond to Established Versus Emergent Brand Activist Messaging
Co-creation and brand happiness: insights from a Korean perspective
Impact of fake news on social image perceptions and consumers’ behavioral intentions
Musical Manipulation of Visual Scenes In Video, Film, and TV Advertisements: A Large-Scale Investigation into The Implicit Effects of Sonic Branding
How Brand Managers Can Maximize Engagement with ASMR YouTube Content: Influencers Who Give You the “Tingles” through Autonomous Sensory Meridian Response Cues
Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change: On Social Media, One Tip versus Many Is More Effective for Nongreen Consumers