Explore open access research and scholarly works from STORE - University of Staffordshire Online Repository

Advanced Search

From perceived creativity and visual appeal to positive emotions: Instagram's Impact on Fast-Food Brand Evangelism

Ibrahim, Blend, HAZZAM, Joe, Qalati, Sikandar Ali and Attia, Ashraf (2025) From perceived creativity and visual appeal to positive emotions: Instagram's Impact on Fast-Food Brand Evangelism. International Journal of Hospitality Management, 128. ISSN 1873-4693

[thumbnail of AAM-IJHM-2025.pdf] Text
AAM-IJHM-2025.pdf - AUTHOR'S ACCEPTED Version (default)
Restricted to Repository staff only until 12 September 2026.
Available under License Type Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0).

Download (643kB) | Request a copy
Official URL: https://doi.org/10.1016/j.ijhm.2025.104140

Abstract or description

Social media marketing activities (SMMAs) on Instagram play a pivotal role in eliciting internal responses from fast-food customers. Based on the stimulus–organism–response (SOR) model, mere exposure effect, aesthetics-usability effect, affective events theory, and social identity theory, the study is the first to investigate how SMMAs of fast-food brands impact perceived creativity (PCR), positive emotions (PEM), and perceived visual appeal (PVA). The study aims to explore how these content attributes shape PEM and contribute to brand evangelism. To achieve this, data was collected from 403 participants who actively follow fast-food Instagram accounts in the USA. The ensuing data analysis reveals positive relationships between SMMAs and PCR, PVA, and PEM. These factors, in turn, exert a significant influence on brand evangelism. Furthermore, the findings indicate that PEM mediates the effects of PCR and PVA on brand evangelism. By identifying the underlying mechanisms connecting SMMAs to brand evangelism, this study sheds light on how businesses in this sector can leverage Instagram effectively for marketing purposes.

Item Type: Article
Faculty: Staffordshire Business School > Business and Marketing
Depositing User: Joe HAZZAM
Date Deposited: 24 Mar 2025 11:10
Last Modified: 24 Mar 2025 11:10
URI: https://eprints.staffs.ac.uk/id/eprint/8805

Actions (login required)

View Item
View Item