The influence of persuasion knowledge, third-person perception, and affect on coping behavior in the Instagram stories feature

• Published in: Corporate Management Review Vol. 39; no. 2; pp. 69 - 116
• Main Authors: 陳澤義(Tser-Yieth Chen), 汪剛霆(Kang-Ting Wang)
• Format: Journal Article
• Language: English
• Published: Taiwan 交通大學 31.12.2019; National Chiao Tung University, College of Management
• Subjects: Audiences; Consumers; Perceptions; Personal relationships; Personality traits; Social networks; Storytelling; Word of mouth advertising; Coping behavior; 說服性知識; stories feature; third-person perception; elaboration likelihood model; persuasion knowledge; 推敲可能性模型; 第三方感知; 即時動態; 應對行為
• ISSN: 1028-7310

The purpose of this study was to introduce a novel augmented coping behavior model within the Instagram Stories feature. We employed a 3x3x3 research design that used 450 samples to manipulate the influence of three types of antecedents on the coping behaviors of people in Taiwan. The empirical results demonstrate that third-person perception and affect influence coping behavior through the interactive character of the Stories feature, and our results can be used to enhance the utilization of an elaboration likelihood model for the Instagram Stories feature. Moreover, the results show that persuasion knowledge does not influence coping behavior and that coping behavior can influence the persuasive effects of a narrative and electronic word-of-mouth. Hence, we explored and clarified the connections between ＂what audiences think,＂ ＂how audiences react,＂ and ＂how the Stories feature works＂. The results provide useful managerial implications for businesses to use to enhance their marketing operations for the effective dissemination of official messages through the Stories feature.