Abstract:

Instagram has become a fundamental tool for marketing and companies´ communication strategies. This study investigates whether communication through the content vividness and aesthetics influences the customer engagement with the brand on Instagram. Applying a four scenarios inter-subject experimental design, the data refers to 103 Instagram users. The results demonstrate that vividness leads to greater customer engagement with the brand on Instagram. The use of Instagram Stories has significant effects on the intention of interaction, the intention of eWOM and the intention to follow this brand. This paper will serve to define different communication patterns according to new brand strategies in Instagram.