‘Snap happy’ brands: Increasing publicity effectiveness through a snapshot aesthetic when marketing a brand on Instagram

This study examines the effects of a company publishing photos of their products using either (a) snapshot aesthetics, where pictures portray average situations and appear as if though they could have been taken by the average consumer, or (b) traditional studio aesthetics in image based social media. In an experiment where respondents followed an Instagram account of a fashion brand using one of the two aesthetic styles over a period of one...