From pixels to engagement: examining the impact of image resolution in cause-related marketing on Instagram
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 22 January 2024
Abstract
Purpose
This study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement.
Design/methodology/approach
Three studies were conducted through an experimental design. Study 1 (N = 155) uncovered the mediation underlying the effects of image quality (low and high image resolution). Study 2 (N = 160) replicated the findings of the first study and extended the investigation by examining the mediator (fluency) and moderator (visual sensitivity). Study 3 (N = 291) further extended the effects of image resolution by demonstrating its interactive effects with the visual complexity of an Instagram post design in a 2 × 2 factorial experiment.
Findings
The serial mediation analysis demonstrated that high image resolution CM posts yielded more favorable evaluations in terms of brand credibility and information costs saved, subsequently leading to positive brand attitudes, purchase intentions and increased Instagram engagement. Processing fluency mediated image effects on brand credibility, while individual differences in visual sensitivity moderated the image effects. The image resolution effects were greater for visually complex CM posts compared to simple ones.
Originality/value
To one's best knowledge, little to no research has examined the image quality of Instagram posts in the context of CM and the extent to which such visual cues can affect consumers' brand evaluations and engagement on the platform.
Research implications
Despite its practical significance, there exists a notable gap in understanding the specific role of CM posts on Instagram and the impact of visual elements on consumer behaviors. The current research findings aim to bridge the research gap.
Keywords
Acknowledgements
Erratum: It has come to the attention of the publisher that the article, Ryu, S. (2024), “From pixels to engagement: examining the impact of image resolution in cause-related marketing on Instagram”, Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-08-2023-0262, was published with an incorrect version of Appendix 2. This error was introduced in the production process and has now been corrected in the online version. The publisher sincerely apologises for this error and for any inconvenience caused.
Ethical Approval: The author confirms that the study was approved by the University IRB committee and certify that the study was performed in accordance with the ethical standards.
Third-Party Copyright Permissions: The author confirms that the visual properties of a brand logo in the present work were created in consultation with a professional designer and full permission was obtained.
The supplementary files are available online for this article
Citation
Ryu, S. (2024), "From pixels to engagement: examining the impact of image resolution in cause-related marketing on Instagram", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-08-2023-0262
Publisher
:Emerald Publishing Limited
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