Instagrammably Visual: the Impact of Social Media Logos on Aesthetically-Driven Consumption

Four studies document that exposure to social media logos activates a public mindset, thereby leading to choices of visually superior products. The effect is greater for heavy social media users and gets dampened when the consumption context is private. The authors theorize that transferability of visual qualities drives the effects.


Yoonho Jin and Amitava Chattopadhyay (2019) ,"Instagrammably Visual: the Impact of Social Media Logos on Aesthetically-Driven Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 669-670.


Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore


NA - Advances in Consumer Research Volume 47 | 2019

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