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Short-Lived, Strongly Felt: Instagram Stories and the Psychological and Brand-Relational Drivers of Content Engagement in the Fashion Industry
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Orientador(es)
Resumo(s)
Ephemeral content, particularly Instagram Stories, has become a core element of fashion brands’ digital communication strategies. This dissertation explores how exposure to fashion brands’ Instagram Stories relates to content engagement by integrating psychological (consumer gratification and fear of missing out) and brandrelational mechanisms (brand trust and self-brand connection) within a single conceptual model. A quantitative approach was adopted using an online survey, resulting in 293 valid responses, and the proposed relationships were tested through Partial Least Squares Structural Equation Modelling (PLS SEM). Ephemeral content was modelled as a formative second-order construct comprising six dimensions. Among these, perceived relevance, aesthetic quality, and interactivity significantly shape the construct within the fashion context, whereas informativeness, entertainment, and trendiness do not contribute significantly. At the structural level, exposure to Instagram Stories was positively associated with consumer gratification, FOMO, brand trust, and, most strongly, self-brand connection. In turn, gratification, brand trust, and self-brand connection were significant predictors of content engagement, while FOMO played a comparatively weaker role. Although the conceptual model emphasized indirect effects, the results also reveal a significant direct link between ephemeral content and content engagement. Overall, engagement seems to grow from a combination of enjoyable experiences and brand-related responses. By combining psychological and relational mechanisms in one framework, this study offers a more comprehensive understanding how Instagram Stories can shape engagement in the fashion industry and provides practical direction for brands aiming to use Instagram Stories more strategically.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Ephemeral Marketing Content Engagement Brand Trust Self-Brand Connection Fear of Missing Out (FOMO) Consumer Gratification