Abstract
Instagram is widely used among fashion businesses to offer richer online shopping experiences. Based upon Pine and Gilmore’s experience economy 4E framework, this study viewed an Instagram ad as an experiential offering and examined the impact of its interactivity on enhancing perceived value of a brand mediated by 4Es. Structural equation modeling results indicate that interactivity within Instagram ads effectively generates entertainment and esthetic experiences, which in turn contribute to utilitarian, hedonic, and social values of a brand. Recognition of the multi-faceted experience derived from Instagram ad’s interactivity will help fashion businesses better develop marketing strategies to enhance targeted consumers’ brand perceptions.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call