ScholarWorks@중앙대학교

초록

This study examined the effects of post type, the visual effect of advertising images, and advertising appeal type on advertising effectiveness in Instagram advertising. Instagram provides two post types—Feed and Story—that differ in content ephemerality and thereby influence users’ self-concept and psychological distance. Based on Construal Level Theory and the concept of psychological distance, a 2×2×2 factorial experiment was conducted with post type (Feed vs. Story), visual effect (zoom-in vs. zoom-out), and advertising appeal type (rational vs. emotional) as independent variables, and advertising attitude and click intention as dependent variables. ANCOVA was conducted on data collected from 344 Instagram users in their 20s and 30s. The results showed that the three-way interaction among the variables was significant for both advertising attitude and click intention. Specifically, in the Story condition, zoom-in images combined with emotional appeal elicited the most positive responses. These findings suggest the need to differentiate visual effects and advertising appeals according to post type.

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