Purpose: The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses. Design/methodology/approach: A content analysis of 10,752...

Purpose: The purpose of this paper is to examine the strategic importance of visual aesthetics and presentation modality for consumer responses to fashion luxury brand content posted on Instagram. Design/methodology/approach: A content analysis of 40,679 posts on the official Instagram accounts...