Exploring Visual Brand-Related Electronic Word-of-Mouth on Instagram

The aim of this study was to explore the possible drivers of visual brandrelated electronic word-of-mouth (eWOM) on Instagram. While eWOM has been the subject of growing interest in the literature, there has been limited research that has focused solely on the visual aspect of eWOM messages. A qualitative approach was adopted whereby data collection methods involved eight in-depth interviews (including photo elicitation techniques) with regular users of Instagram – a photo-sharing social media platform that has risen in popularity during recent years. This study found that there were both content-focused antecedents (presentation of focal point, authenticity, source attractiveness and colour) and source-focused antecedents (status, online homophily and character narrative) to visual eWOM which could potentially be linked to consumer engagement mediated by normative influence. Implications for brand owners are discussed and recommendations are made as to how brands could better influence consumer engagement on such visually dominant social media platforms