Valentini, Chiara; Romenti, Stefania; Murtarelli, Grazia; … - In: Journal of Communication Management 22 (2018) 4, pp. 362-381
Purpose: The purpose of this paper is to investigate the effects of visual communications on Instagram users’ propensity to engage with image-based content through online behaviors such as liking, sharing, commenting and following, and their intention to purchase the product depicted in the...