Pro-Veganism on Instagram: Effects of User-Generated Content and Message Endorser Types in Instagram-Based Pro-Veganism Posts

Paper accepted for presentation at the International Communication Association Annual Conference, Gold Coast, Australia, May 2020.

Abstract: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Experiment 1 (N = 294) examined effects of organization (brand versus non-profit) and message types (egoistic versus altruistic), while experiment 2 (N = 288) examined effects of source type (celebrity versus non-celebrity) and message valence (positive versus negative). Results demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility towards the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude towards the organization, while attitude towards veganism had moderating effects on perceived information value. Results alsoindicated significant main effects of message valence on perceived information value, and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth. Implications for future research and practical applications are discussed.


Interaction Effects of Source Type and Message Valence in Instagram-Based Advertising Messages About Veganism

Abstract: A between-subjects 2 (source type: celebrity versus non-celebrity) x 2 (message valence: positive versus negative) factorial experiment (N = 288) examined the effects of source type and message valence on various outcomes of Instagram-based advertising messages about veganism. Results of data analyses indicate significant main effects of message valence on perceived information value of pro-veganism posts on Instagram and significant interaction effects of the two manipulated factors on consumers’ intention to spread electronic word-of-mouth (eWOM) about pro-veganism. Furthermore, perceived prosocial characteristics of the pro-vegan source and intention to build an online friendship with the source significantly moderated the effects of endorser type and message valence on perceived information value and eWOM intention. Theoretical contributions and practical implications are discussed.

Content Analysis of JUUL Electronic Cigarette Posts and Comments on Instagram.

Abstract: With an estimated 10.8 million adult users, particularly amongst 18 to 24-year olds, e-cigarette use is an increasingly serious health issue within the United States. These products are often promoted as smoking cessation devices for use in quitting smoking and nicotine replacement therapy. JUUL, a leading brand of e-cigarettes, is also heavily featured in online social media posts. This content analysis examined posts related to JUUL on the Instagram for their product relevance, how they are promoted, and how they are featured. Descriptive analysis and unsupervised topic modeling were used in preparation for future analysis involving additional relevance coding to analyze for links between content features and topic modeling results. Preliminary results reveal our TM topics and terms for analysis, a lack of promotion of JUULs as smoking cessation/NRT devices by commercial interests, and that half of JUUL-related posts were not JUUL relevant, suggesting its use to promote unrelated posts.

“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands

Abstract: This study examined effects of hashtag type (brand name versus empowering campaign hashtag) on information value and attitude towards hashtags. Results indicated that consumers showed more favorable attitudes towards empowering campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitude toward the hashtags. Furthermore, consumer responses to the two hashtag types varied across luxury and mass-market cosmetic brands. When cosmetic brands used brand name hashtags, consumer responses were comparable across both brand types, but when brands used empowering campaign hashtags, perceived luxury affected consumer responses.

Electronic Cigarette Advertising on Instagram: Influence of Advertising Message Claims and Health Warning Labels on Consumers’ Attitudes and Behavioral Intentions towards Electronic Cigarettes

Abstract: Through a 2×3 between-subjects experiment, this study examined effects of health warning labels (presence or absence) and advertising message claims (“Quit smoking using e-cigarettes,” “Healthier than regular cigarettes” or none) in celebrity-endorsed Instagram e-cigarette brand advertisements. Results indicated health warning labels exerted significant main effects on attitude towards e-cigarettes, intention to use e-cigarettes, and brand attitude, and interacted with message claim type to affect these dependent measures. Health consciousness, perceived information value and social media usage also significantly moderated between health warning labels and attitude towards e-cigarettes, intention to use e-cigarettes and brand attitude. Research and practical implications are discussed.