High Visual Complexity or Low Visual Complexity: A Study Related to Food Advertising on Instagram

Farhat, Kashif; Aslam, Wajeeha; Mogaji, Emmanuel; Shariq Habib Shah, Syed

Abstract

This article examines the impact of visual complexity (V-complexity) (high/low) on consumer pleasure, arousal and purchase intention when exposed to food advertisements on Instagram. Initially, a manipulation check was performed by getting several Instagram food advertisements rated by 100 Instagram users based on V-complexity. Later, an online questionnaire link was sent to the respondents with pictures of advertisements with high and low V-complexity. Partial least square structural equation modelling was used on 215 usable responses with the use of the SMART-PLS software. The findings revealed that high levels of V-complexity generate arousal and pleasure and influence purchase intention. In contrast, low V-complexity doesn’t influence arousal and pleasure but affects purchase intention. This is the first study that explores the role of V-complexity in Instagram food advertising performed in a developing economy. This research also contributes to the growing body of knowledge on the V-complexity of social media food marketing.

Citation

Farhat, K., Aslam, W., Mogaji, E., & Shariq Habib Shah, S. (2024). High Visual Complexity or Low Visual Complexity: A Study Related to Food Advertising on Instagram. Journal of Creative Communications, https://doi.org/10.1177/09732586241257733

• Journal Article Type: Article
• Acceptance Date: Aug 26, 2024
• Publication Date: Aug 26, 2024
• Deposit Date: Sep 7, 2024
• Publicly Available Date: Sep 9, 2024
• Journal: Journal of Creative Communications
• Print ISSN: 0973-2586
• Electronic ISSN: 0973-2594
• Publisher: SAGE Publications
• Peer Reviewed: Peer Reviewed
• DOI: https://doi.org/10.1177/09732586241257733
• Keywords: Purchase intention, food advertising, Instagram, arousal, visual complexity
• Public URL: https://keele-repository.worktribe.com/output/890146
• Publisher URL: https://journals.sagepub.com/doi/10.1177/09732586241257733