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2015 | OriginalPaper | Chapter

Emotional Selling on Social Media: The ‘Punctum’ of Personality and Photographs

Authors : S. M. S. Mustafah, H. Khalid, A. S. Ismail

Published in: HCI International 2015 - Posters’ Extended Abstracts

Publisher: Springer International Publishing

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Abstract

Instagram marks a shift in operation from a collection of in situ photography towards a mode of engagement for small home-based businesses to promote their products. We unfold two significant aspects that influence customer engagement on Instagram: photographs and personality. Photographs with ‘punctum’ often capture users’ attention and engage them. Findings from this study also suggest that negative emotions influence user engagement through provocation, sarcasm, and frustration, but do not necessarily promote buying behavior.

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previous chapter Social Media Use and Impact on Interpersonal Communication
next chapter Towards the Easy Analysis of Mass Media Audience Reaction on Social Networks via Discursive Category Tools
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Metadata
Title
Emotional Selling on Social Media: The ‘Punctum’ of Personality and Photographs
Authors
S. M. S. Mustafah
H. Khalid
A. S. Ismail
Copyright Year
2015
Book
HCI International 2015 - Posters’ Extended Abstracts

Print ISBN: 978-3-319-21382-8

Electronic ISBN: 978-3-319-21383-5

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-21383-5_16