| Keywords [eng] |
Instagram advertising, emotional appeals, emotional response, engagement intention, social media marketing, S–O–R framework, content analysis, digital advertising |
| Abstract [eng] |
Emotional appeals are widely used in social media advertising, yet their effectiveness in driving user engagement remains context-dependent and insufficiently understood. This study examines the impact of emotional appeals in Instagram advertising on consumers’ emotional responses and engagement intentions, applying the Stimulus–Organism–Response (S–O–R) framework. A mixed-method research design was employed. First, a structured content analysis of 80 Instagram advertisements across multiple industries was conducted to identify prevalent emotional appeal types (positive, negative, and neutral). Second, an online survey (n = 128) measured users’ self-reported emotional responses (valence, arousal, warmth, excitement, concern) and engagement intentions (liking, commenting, sharing, and following) in response to five selected Instagram advertisements. |
