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The Effect of Instagram Photograph Types on Empathy and Attitude

Choi, Gwang-Ho 1,  Hwang Johye 1

1경희대학교

Excellent Accredited

ABSTRACT

Unlike the other SNS(Twitter, Facebook, etc), the rise in Instagram usage has been remarkable. On Instagram, food-related images are influencing a purchasing decision. The present study evaluated food photograph types on Instagram. Specifically, the following factors were explored: the presence and absence of a person, the dynamic level of a person, and the difference between the empathy that consumers feel and the effect of the empathy on attitudes. By applying the mirror neuron effect and the frozen motion theory, photographs were produced portraying both the presence and absence of a person. Additionally, active motion photographs were produced as an experimental stimulus to study the consumer's response. To increase the external validity, two types of food(healthy and non-healthy) were selected. The difference in empathy according to the presence or absence of healthy food photograph was significant. The empathy according to active motion food photographs showed significant differences between healthy and non-healthy diets. Empathy was found to have a positive effect on attitude. This study developed a new research area: empathy of photograph by combining the variable of empathy with food photos of SNS. In conclusion, by understanding that the empathy of consumer’s food photograph expressions may vary, practical suggestions are made for marketer’s approaching social media marketing.

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