ScholarWorks@중앙대학교

초록

As social media increasingly influences consumers in multiple ways, understanding platform characteristics and users' psychological traits has become much more crucial. Among these, Instagram, a visually-centric platform, consists of different page formats like Feed and Story, each with distinct usage motivations and interaction patterns. This study investigated how Instagram pages (Feed vs. Story), message appeal type (emotional vs. rational), and self-construal (independent vs. interdependent) interact to influence advertising attitudes and brand attitudes. Using a 2×2×2 between-subjects factorial design, experimental data were collected from Instagram users aged 18 and older using a virtual apparel brand. Our results revealed no significant three-way interaction, but the results of the group-specific analysis partially supported the hypothesis. Specifically, emotional message appeals were more effective in the Feed environment, while rational message appeals elicited more favorable consumer responses in the Story environment. Furthermore, individuals with an independent self-construal tendency responded more positively to emotional messages, while those with an interdependent self-construal tendency showed stronger reactions to rational messages. These findings underscore the importance of considering page format characteristics, consumers' self-construal tendencies, and message appeal types when developing Instagram advertising strategies, providing theoretical and practical implications for social media advertising.

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