... with specialized academics, an open coding of Instagram images and the systematic coding of 800 images of eight champagne brands (company-generated content). Findings The study identifies 20 brand heritage codes (e.g. groupings of brand heritage visual cues with homogenous meanings). These codes are combined...

..., the authors conduct a study with 599 participants to compare status perceptions elicited by the conspicuous consumption of luxury goods, luxury experiences and nonluxury experiences. The authors investigate whether experiences that are visibly consumed on Instagram are replacing traditional luxury goods...

...Susanna S. Lee; Huan Chen; Yu-Hao Lee Purpose The purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram. Additionally, the study aims to understand how advertising skepticism...

.... This paper aims to take a methods-based approach to better understand employees’ roles as influencers. As such, its objective is to operationalize and apply the three EBE dimensions – brand consistent behavior, brand endorsement and brand allegiance – using Instagram data. Design/methodology/approach...

... be contacted at: parkerw@uca.edu 03 05 2019 10 10 2019 11 12 2019 14 12 2019 16 12 2019 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Instagram Transparency Persuasion knowledge Covert marketing Endorsement disclosure...

...S. Venus Jin; Ehri Ryu Purpose Luxury fashion brands harness the power of Instagram and fashionistas for strategic brand management. This study aims to test interaction effects among luxury brand posts’ Instagram source type (brand versus fashionista), visual image type (product-centric versus...